Samsung Launches Mother’s Day Digital Campaign #MomsLoveNonStop

Ahead of Mother’s Day, Samsung takes on a social experiment with the campaign #MomsLoveNonStop that explores the unique relationship between a mother and daughter. The campaign is live on Samsung’s social channels – Facebook, YouTube & Twitter handle.

Conceptualised by Cheil WW India, the campaign highlights the unconditional love of mothers in everyday life. It brings real life mother-daughter duos and explores the nuances of their relationship. The campaign intends to connect with consumers emotionally and aims to make people think if they are doing enough for their mothers.

Speaking on the campaign, Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India said, “With this new film, Samsung celebrates the special bond that exists between a mother and daughter. The unconditional love of mothers often goes unacknowledged, so we thought this Mother’s Day would be a great opportunity to remind people and show their mother’s how much they are loved.”

The social experiment takes forward the story of the recent Samsung Direct Cool Refrigerator campaign showcasing a mother’s NON-STOP love and underpins the product’s USP of running non-stop even during power cuts.

“This campaign is based on a universal insight that we tend to take our mothers for granted. We've brought this insight alive through a series of questions to mothers and daughters. And with Mother's Day around the corner, it's a great time to make this point.” added Aneesh Jaisinghani, Executive Creative Director, Cheil WW India.