Trust brands and marketers to turn any occasion into a marketing opportunity. Over the years, occasions celebrating relationships – be it Valentine’s Day, Mother’s Day, Father’s Day, Teacher’s Day, even Grandparent’s Day and Daughter’s Day – have been explored as major occasions for gifting and outings. Consumer spendings have been witnessing a spike during these days in the last few years.
Mother’s Day this year is no different. Brands have come out with campaigns celebrating the special bond people have with their mothers – all high on emotions and also recognising the important role that mothers play in the family as a nurturer, confidante, moral guide and a protector.
Adgully has picked up the Mother’s Day campaigns that stood out from the plethora of campaigns released ahead of the big day.
Amazon- #DeliverTheLove Campaign
The film shows how mothers give their all to make sure that their children are happy. The message Amazon aims to give out is that it’s time for the children to show appreciation and ‘deliver the love’. Conceptualised in partnership between D1 Creative and Ogilvy, this year’s Mother’s Day campaign has been on air since the 6th of May.
Hopscotch- #FirstStylist Campaign
The digital film captures India’s latest trend with an engaging rap music video, where a mother shares her journey of her child being her muse. Right from putting up the right accessories and the right shoes to ensuring your shirt is neatly tucked into the trouser, mothers are the ones who help us rock every look. A mother always ensures you are suited and booted just right no matter what the occasion.
Parle-G - #YouAreMyParleG Campaign
Parle Products, India’s leading manufacturer of biscuits and confectionery, released a heart-warming digital film celebrating the eternal love of a mother. The digital film honours moms, who wear many hats and leave no stone unturned to make their children’s dreams come true. The key objective of this campaign is to appreciate mothers who are strong and don’t let the harsh realities of life impact their children’s dreams and hopes.
Preganews - #GoodNewsIsGenderFree
Prega News has launched its new campaign #PregaNewsMeansGoodNews targeting Indian families and the regressive mindsets. The preference for a boy over a girl has been deeply instituted in the Indian mind, which leads to grave consequences. With this new initiative, Mankind Pharma and ADK-Fortune hope to bring a change in people’s outlook.
BIBA - #IAmAMomToo Campaign
BIBA launched yet another stereotype breaking advertisement this Mother’s Day to celebrate motherhood. The new digital film, titled “I am a mom too”, extends the thought of motherhood in a unique manner, explains how age defines a woman’s motherhood. The film cherishes and appreciates a woman's motherhood in multiple ways and not just in a mother-child relationship.
Gits - #TasteOfMotherhood Campaign
The digital film narrates the story of a child in an orphanage, and how he seeks motherly warmth in his daily routine. From the time he is woken up to the warden’s call to getting ready for school – it encapsulates his conversations with God about missing a mother’s love in his life and wonders how the food made by her would taste. Created by Togglehead Digital.
Epson- #SheIsAlwaysWithYou Campaign
Epson is celebrating moms everywhere with a sweet and emotional film. The campaign, titled #ShesAlwaysWithYou, acknowledges the indomitable spirit of every mother that comes to the fore, particularly when her child faces adversity. The insight on which the film is based is the universally acknowledged truth that moms will do whatever it takes for their children. The film delves into the relationship between a mother and her teenage daughter, and is a slice-of-life story that is instantly relatable. A simple yet effective statement of a mother’s love and the lengths that she will go to for her child.
Sunfeast - #MomsMagic Campaign
An extension of the “Celebrating the mom in each one of us” platform, this year’s film is a slice of a lot of our lives, away from home and mom. It’s an ode to all the moms away from home who fill our lives with their love and warmth.
Mothercare India- #NotAPerfectMom Campaign
The campaign features endearing young mothers, multi-tasking between a brood of demanding children, a career and endless combinations of tasks and chores at once, all day long. #NotAPerfectMom reassures supermoms that it is perfectly acceptable to be imperfect.
SPACES - #NoOtherLikeMother campaign
Despite cultural codes evolving, certain things don’t change; like the unconditional love that a mother has for her child. SPACES is celebrating this thought with their bold campaign #NoOtherLikeMother that is themed around the importance of inclusivity and acceptance on the forthcoming occasion of Mother’s Day. Striking an emotional chord, the campaign highlights how a mother’s heart is a space that welcomes all.
SBI Life Insurance- #MummyKahanHai
Conceptualised by SBI Life and executed by WATConsult, the digital and social media agency from Dentsu Aegis Network, the film introduces the audience to the Mothers of ‘SOS Children’s Villages of India’, who are trained professionally to take care of abandoned and parentless children and raise them as their own. The two and a half minute film takes the audience on the journey of one such SOS Mother and the impact she’s had on the lives of 22 children under her love and care.
Set Wet’s - #SadaSukhiRaho
The digital film is a heartfelt reminder of how mothers always look out for their sons and it is important to acknowledge her – probably your first ever stylist, growing up. She may critique him but will always want the best for him. But as the times have evolved and as children grow up, this relationship with the mother is often unknowingly taken for granted. Set Wet aims to rekindle and celebrate this very bond.
Shoppers Stop - Recycling sarees for a social cause
This Mother’s Day, Shoppers Stop is paying tribute to all mothers with a new film and encouraging customers to spread the love by recycling their mother’s sarees and giving them away. The sarees collected will be contributed to the NGO Goonj for its work with rural communities. Shoppers Stop will also be making a monetary contribution to support Goonj’s work on the sarees collected for recycling.
Aegon Life Insurance launches digital campaign on Mother's Day
The film has taken an unconventional approach that the brand has taken to showcase the sensitive topic of ‘Surrogacy’. A mother is the most caring person and truly the ‘No Tension’ partner in anyone’s life. Based on a true event, the film drives home this simple yet strong thought through a brave narrative where a mother decides to become her daughter’s surrogate.
Coco Soul launches #SuperFoodsforSuperMoms campaign on Mother’s Day
The brand has launched a digital film that triggers nostalgia by asking millennials about their memories of coconuts and how their moms used to give them coconuts in different ways. This brings out the warmth and smiles as they recall how the mothers used to give them coconuts as part of dishes, prasaad and so much more!
Wakefit’s #MaaKyaChahtiHai Campaign
The campaign is built on the insight that mothers are constantly sleep deprived, working 24*7 and attending to the needs of their children. With this campaign, Wakefit urges people to give their moms the invaluable gift of good sleep. The campaign is live on Facebook, Youtube, and Twitter and features Spruha Joshi, Indian television, film, and theatre actress, who works in the Marathi film industry, as the supermom.
This Mother’s Day, ColorPlus has introduced a new campaign titled, #StyledbyMom. The 90 second film is an endearing ode to the first stylist of every person’s life- Mothers. The new short film stars celebrities like Sharman Joshi, Karan Patel and the Meet Brothers. The campaign reminds every grown-up about their very first personal stylist and urges them to gift their mothers a slice of joy. A throwback to letting them choose clothes for their sons and celebrate the inherent joy of the simplest gesture of getting styled by mom.
nearbuy.com launch #MothersFirst
nearbuy.com’s in-house creative team has launched a new campaign titled ‘#MothersFirst’. The campaign is shot via hidden cameras to challenge the idea of mother’s being the last one to eat in families.
It’s based on the fact that, in most Indian families, while the mothers are always worried about the other people eating food on time, they end up being the last ones to eat themselves. We challenged the idea by asking sons and daughters to let their mothers eat first for a change without them knowing that it was recorded.
Marico's Bio Oil #UnstretchedJourney campaign
The journey to motherhood is special and unique for every mother to be. Celebrating this exciting and yet sometimes overwhelming journey, Bio-Oil, unveiled the new edition of its heart-warming campaign “#UnstretchedJourney” this Mother’s Day. Expecting mothers were invited for a special video shoot of their pregnancy journeys and were taken by surprise when they met well-known celebrity mothers Neha Dhupia and Sania Mirza.
This Mother’s Day #OrderForMom with Zomato
The campaign is based on a simple yet powerful insight about the relationship between mothers and children. It compares young people’s enthusiastic responses to the question “what is your favourite dish made by mom?’ with the silence when asked ‘What is your mom’s favourite dish?’ and presses on the irony to ignite an enduring thought about ‘caring for the one who cares for you the most’.
Jio connects with working mothers on Mother’s Day
It is often said that a mother’s job is never done, and Reliance Jio recognises that many working mothers are a part of their success story. On the eve of Mother’s Day the company decided to do something truly special for its working mothers. Based on the insight that even while they fulfil their responsibilities at work, mother’s never fail to check in with their children at home, the activity was designed to give mothers something truly special when they video called home to check in on their kids on the eve of Mother’s Day.
iD launches #KhaanaKhaaya campaign
The first version of the film campaign was released in May 2017. It was about the relationship between a busy working woman and her mom living in another city. Here, #KhaanaKhaaya functioned as a shorthand for the mom to enquire about the well-being of her daughter and the message was for kids to reciprocate that sense of concern. In the second version released in May 2018, the film delved into the relationship between a mother and her young son, where #KhaanaKhaaya symbolized all the sacrifices she makes for the kid, the message being about gratefulness.
Reliance Retail #MaaSeSeekhaHai campaign by Project Eve
Reliance Smart and Reliance Fresh’s #MaaSeSeekhaHai campaign tell us that we learn so many things from our mothers, but there are some lessons that become the guiding light of our lives. #MaaSeSeekhaHai campaign reiterated that a mother’s confidence in a child helps the child progress and succeed in life and it is these mothers which inspire the brand Reliance Smart.
Cozycare launches #MomsForChange campaign
Thought In A Dot, a Mumbai-based social media and digital agency has launched a powerful mother’s day media campaign for its client Cozycare, a sanitary napkin brand. The digital film, titled #MomsForChange extends the thought of mothers as changemakers to bring a positive change in people’s mindset against periods. The film cherishes and celebrates menstruating women and how society needs more conversations around this natural phenomenon.
Godrej Material Handling launches #IncredibleMothers
The film, executed by Devji Media & Communications, captures the views and experiences of these incredible mothers (along with their children) who have joined the forklift operator family to compete in a predominantly male industry. Statistics reveal that majority of the female work force in India are unemployed due to lack of sufficient educational qualifications and social stigma. In an endeavour to empower women, Godrej Material Handling introduced the first of its kind woman forklift operator training programme in India.
The 2 minute 0 4 seconds video showcases employees (mothers) getting a hand written letter from their kids. On reading the letter, the reaction on mother’s faces was priceless; they could not hide their emotions and were overwhelmed as they couldn’t have received a better gift than this from their children on Mother’s day.
#KeepMaaOutOfIt by Project Eve
Project Eve is a fashion brand that places women at the heart of it all. Conceptualised by integrated advertising agency, Brave New World, the campaign was kicked off at Inorbit Mall, Malad, Mumbai, where a 6 foot high and 20 foot wide installation was set up that spelled the most popular gaali known to us Indians: ‘Teri Maa Ki.’ Armed with hammers, men, women and children convened around the installation to begin the movement against the abuse of the word ‘Mother’. Their task - to break apart the insult as a symbolic gesture of ending the contempt and reclaiming the purity of the word ‘Maa’. The ﬁrst blow was made by famed Bollywood actress and celebrity mom herself, Chitrangada Singh who then invited enthusiastic audiences to bring the structure down to rubble until only the word ‘Maa’ remained standing proud.
HUGGIES #MomsNeedHugs campaign
On Mother’s Day, when the world typically celebrates the power & strength of motherhood, Huggies wanted to give a gentle nudge to our society. So that people realize that in today’s hectic world, new moms would appreciate some good old-fashioned TLC. And that a little attention from her family, can go a long way in making her challenging days, a bit easier.
Thus, came about the idea of creating a campaign that encourages society to nurture the ultimate caregiver, the mother. The campaign was conceptualized & created by Ogilvy, India.
Finolex Industries celebrates Exceptional Mothers
Finolex Industries, India’s largest manufacturer of PVC Pipes & Fittings today released a social media campaign on the occasion of Mothers’ Day. The campaign seeks to honor and encourage the mothers of children with Cerebral Palsy who work tirelessly to ensure a better future for their children. The video depicts the protagonist celebrating small successes of her child, instead of being stressed.