All Out®, or Raid® as it known in some markets, believes its’ ‘Good to Be Tough’. A simple but powerful idea that mothers need to be tough without compromises to protect their family.

Because in today’s times, mothers need to be tough with their children at times to protect them better. Even if it means being less of a ‘friend’ to their children.

However, in India mothers face a different problem. Indian mothers contend with the interference of a patriarchal society to be able to raise their kids and protect them their way. Often criticized and shamed by their own family when they discipline their children.

So, for India All Out changed its approach and launched #StandByToughMoms- a movement to incite societal conversation around the need to support mothers when they are being tough. To create acceptance for ‘tough’ moms so they can protect their family better.