Brands make merry on Mother's Day

Typically an international phenomenon, Mother’s Day in India is catching up by the year. And, with consumers getting into the celebration mode, brands are encashing this opportunity to connect with customers through mother-child love. A noticeable trend this year was that a large number of brands, varying from the smaller ones like Little Kangaroos to big ones like Facebook, Amazon, Archies, Samsung, Maggi and others launched short online videos to highlight the special mother-child bond. While majority chose to play with the ‘emotional’ angle, few decided to go the ‘fun’ way.

Let’s take a look at some of Indian and global brands which took opportunity of the event to engage with their consumers and salute the spirit of motherhood.

Amazon

Amazon released a digital video on Mother’s Day which delivered a unique message that the best gift a mother can ever receive from her child is a moment of love and affection, which is far more valuable and precious than any material gift one can think of which money can buy. It was an attempt by Orchard Advertising to establish the brand as a ‘human brand’ in the minds of the Indian consumers.

RajDeepak Das, Chief Creative Officer, Leo Burnett India, said, “With this campaign our aim was to look beyond treating people as ‘consumers’ by sending out a message that is very ‘human’ in nature. Amazon India certainly offers a world of gifting options for Mother’s Day, but our film goes on to say that it is the love and affection of a child that matters the most to a mother. And that is the ultimate gift on Mother’s Day. The communication creates an emotional bond with the consumers and establishes the brand as a human brand.” 

Click here to view the ad:

Facebook

Facebook released a video produced by Facebook Stories which was the story of Sheena and Sunanda, a mother and daughter pair who stayed in touch across continents thanks to Facebook. Sheena left her family in India after finding love and moving to Reston, Virginia. With thousands of miles between them, the two communicate and maintain their close bond by using Facebook.

Maggi

The brand launched a two and a half minute video, #momknowsbest, conceptualised by Publicis India to celebrate a mother’s relationship with her children using puppets. The YouTube post by Maggi says, “Your friend. Your confidante. Your everything. The one woman who knows everything about you! This Mother’s Day….All we want to say - #MomKnowsBest”. With a playback by Shankar Mahadevan, the video has garnered 1.3 million views till now.

You can watch the video here:


Archies

The brand has created a heart wrenching video which shows the life of an abandoned mother and it highlights the story of thousands of such lonely mothers who seek refuge in places like Vrindavan and Benaras. It ends with an appeal to adopt one Mother on this special day.

Watch the video here:



Horlicks

An ad that worked for two occasions, Horlicks’ #LoveYouMaa ad is being repeatedly shared on social media. Ahead of Women’s Day, Horlicks India launched an emotional video celebrating the relationship between a mother and daughter. The video shows how a mother accepts all pain happily so that her daughter doesn’t suffer. The video is a salute to every mother in the world for her unconditional love. It ends with saying ‘Only a mother can give what she doesn’t have.’
Watch the video here:


Little Kangaroos

Children’s fashion brand ‘Little Kangaroos’ launched their campaign ‘Mother by Choice’ which is a short video about three strong women, blessed with children who were unfortunately born with physical and mental disabilities.

Commenting on the video, Arun Lalwani, Director of Little Kangaroos, said “Whenever we think of Mother's day, we imagine happy faces of mothers and babies, something very happy and blissful. But on the other side, there are these mothers too who have specially-abled kids whom we tend to ignore unless we are watching a rerun of ‘Taare Zameen Par’ on television. So, we at Little Kangaroos and LCmediaHouse decided to create a commercial cum documentary video wherein we do not only salute the courage of these mothers but also reward them.”
 
Watch the video here:


CouponDunia

Popular coupon site CouponDunia joined the celebration by launching their new campaign ‘TreatYourMom’ which plays on the simple sentiment of “Do we remember our mother’s favourite dish?” Our mothers look after every need every choice of ours but how many of us remember her favourite dish? The video asks the same questions to viewers and suggests them to take their mothers for a dinner to their favourite restaurant using various offers available on the CouponDunia App.

Sharing her thought about the campaign, Ankita Tandon, COO-CouponDunia said, “We found that our customers are not aware of the fact that we have tied up with restaurants all over the country and have great offers for everyone. We thus thought that this is the perfect time to launch a campaign which will highlight that CouponDunia has offers across 5,000 restaurants and the importance of mothers in our lives. This is the first time that we have done something for Mother’s Day.”
Watch the video here:


MTV

On a lighter note, in a hilarious spin to a mother’s relationship with her son, MTV attempts to show how fathers can never be mothers in their video ‘Chotasa Problem’.  It ends with the message ‘Thank God for Mothers’.
Watch the video here:

Google

On this special day, Google paid tribute to all mothers through its doodle which showed a mother’s unconditional love for her offspring in not just the human world, but in the animal kingdom too. The second ‘O’ of Google on the main search page was animated and it showed the love between a mother and a child.

Global frontrunners:

Samsung:

The brand’s new campaign #TextsfromMom perfectly captures what it is like texting with moms. It is a funny tribute to the phenomenon of mom texts and it shows texts with bizarre requests, blank spaces and wrong emoticons from the mom’s side. The video ends with the message ‘There is no one quite like Mom. This Sunday give her a call’. Samsung also had a contest running on Twitter, and the person with the funniest mom texts could win a Galaxy S6 Edge.
View the ad here:


Hallmark

The brand’s new series of Mother's Day ads asks people to describe the love and gratitude they have for their mothers. The participants didn’t know their moms were listening in to their conversations the entire time. So, each video captured a mom's reaction to her children's touching words. Created for the brand's #PutYourHeartToPaper campaign, the series includes seven videos where the interviewer asked people to describe how much they loved their moms without using the phrases "I love you" and "thank you”.

Watch the videos here:








Dove

Four generations of a US-based family have been featured in an ad campaign by Dove. The video that debuted about a week ago with the hashtag #BeautyStory in a run-up to Mother’s Day, is doing rounds on social media.
Watch the video here:


Body Shop
According to Body Shop, pampering your mum on Mother’s Day is nothing new. Body Shop states that it believes “treating your mum like a queen is essential”.

Together with some of the best lookalikes in the business, Body Shop offered a sneak peek at Mother’s Day celebrations down Buckingham Palace.

Watch the video here:

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