Julia Christine Botin

Article (news)

Josh Mercado

<p>Most Filipinos can immediately recognize what their mothers smell like. Perhaps the smell of freshly laundered bedding or the subtle hint of soap on her hands indicate that she had been awake for hours before the rest of the household woke up.</p><p>Scent is one of the most powerful memory carriers — and for mothers, it is inextricably linked with love.</p><p>That insight became the foundation of Bangong Babalik-Balikan: Kwento Para sa mga Nanay, a campaign that asked Filipinos to share the scents they associate with their mothers.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778802237039image0.png" style="width:960px" class="fr-fic fr-dib fr-dragging" width="960"/><span class="fr-inner" style="text-align:left"> Wings Philippines pays tribute to mothers with fun-filled activities. <em>Handout </em></span></span></span></div><p>The stories submitted were more than just entries; they were confessions, long-held memories, and tributes to women who are hardly celebrated loudly enough.</p><p>Last Mother&#x27;s Day, 20 nominees and their mothers became the center of attention as they were transported to Davao City for an intimate, happy, and truly meaningful celebration.</p><p>The day&#x27;s activities were planned with purpose. Flower arrangement and scent-making workshops provided moms and their children with something to do together that kept their hands occupied, talks flowing, and laughter easy.</p><p>Interactive activities broke down any remaining ice and reminded everyone in the room why they had come: to be present with the person they care about the most.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778802250040image1.png" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner" style="text-align:left">Mothers gather in Davao for Wings Philippines event. <em>Handout</em><br id="isPasted"/> </span></span></span>The afternoon concluded with a full pampering session for the mothers, including manicure, pedicure, and massage. For women who have spent the majority of their lives ensuring that everyone else is taken care of, this was more than a treat. It was a message: “you are important, you are recognised, and today is yours.”</div><p>Wings Philippines, the brand behind the campaign, has long been a fixture in Filipino homes. This initiative took the brand beyond the laundry room and into something far more personal: a true acknowledgement of the quiet, tireless labour of motherhood.</p><p>In a culture that reveres mothers but seldom takes the time to fully honor them, Bangong Babalik-Balikan was a pause. An opportunity to look at every mother and say, without a reason, &quot;I remember. I see you. Thank you.”</p>

<p>Bangong Babalik-Balikan: Kwento Para sa mga Nanay is a campaign that asked Filipinos to share the scents they associate with their mothers.</p>

Bangong Babalik-Balikan: Kwento Para sa mga Nanay is a campaign that asked Filipinos to share the scents they associate with their mothers.

Campaign transforms everyday scents into heartfelt tributes to mothers

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Campaign transforms everyday scents into heartfelt tributes to mothers

Josh Mercado

Published May 15, 2026 12:03 PM PHT

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Mother's Day

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