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We all say ‘Maa Kasam’ for many things in life. But do we actually mean it asks Edelweiss Tokio?

"Maa kasam kar dunga" implies you promise you'll do the task you've taken up or that you've promised to finish.

Updated: February 11, 2016 5:06 PM IST

By Rutu Ladage

We all say 'Maa Kasam' for many things in life. But do we actually mean it asks Edelweiss Tokio?

In India, ‘maa kasam’ (I swear by my mother) is a slang used to convince anyone of your good intentions. From borrowing money and returning it to convincing your boss that you will be done with the project on time. “Maa kasam kar dunga” implies you promise you’ll do the task you’ve taken up or that you’ve promised to finish. Maa Kasam also means you won’t lie and swear on the purest and the holiest of things, your mother. But then, in modern times, we seem to have forgotten the true meaning of this term and the deep implications. We’ve begun to take it very lightly and casually – without much thought or without understanding it’s true meaning, we just use the term lightly.

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Edelweiss Tokio wants us to change that. Through their new advert, they’ve shown how we Indians have begun to mock the ‘maa kasam’ term in modern times and do not take it seriously. However, the insurance firm wants us to see just how wrong we are in doing so. It’s perhaps time to take things seriously and get more serious about life. And through the video, they are also trying to spread awareness about insurance and the need for insurance. Don’t say ‘maa kasam’ for silly things – instead use it for the more serious stuff and for  things like investments which make a huge difference and matter a great deal.

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The video is quirky and funny and quite in keeping with the modern Indian youth who is a light-hearted individual and does not really care for the more intense and serious things in life. Take a look at the hilarious video and yes, the next time you say ‘maa kasam’ say it only if you mean it! You definitely don’t want your mother turning in her grave – do you?

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