Brands pour in mush and thought in Mother’s Day campaigns
From Samsung India to KOSH, we list out some endearing Mother's Day campaigns that caught our attention

Every year in May, we thank mothers and celebrate the special bond we share with them. This is yet another opportunity for brands to capture their consumers' heart. While heaps of campaigns are rolled out during this time, very few make a lasting impression. From Samsung India to KOSH, we list out some endearing ones that caught our attention.
Samsung India
Ahead of Mother’s Day, Samsung took 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. 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 and aims to make people think if they are doing enough for their mothers. 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.
KOSH
Future Consumer’s oats brand KOSH will reach out to more than 1 lakh mothers with a special surprise. Across 50 plus Big Bazaar and 50 plus Easyday Club stores, KOSH will felicitate one lakh mothers in more than 15 cities in the country. In celebration of this day, all mothers visiting the store will be honoured with a special badge that says, ‘110% Super Maa’. Making it even more special, mothers will be greeted with beautiful fresh flowers, chocolates and a heart-warming card. Adding to the surprise, the greeting card will have a discount voucher through which they can get healthy KOSH oats at a discounted price. Additionally, the card will include a number on which consumers can SMS ‘KOSH’ to get discounts on their next two purchases of KOSH products.
Miracle Foundation
To commemorate this day in a truly meaningful way, Miracle Foundation India, a non-profit organization based in New Delhi, has teamed up with Dell to raise funds to brighten up the lives of children without parental supervision and, ultimately, find a loving family for every child. As part of this Mother’s Day campaign, Miracle Foundation India will engage with employees from Dell to run a fundraising campaign. The employees can make a donation in honour of their mom (or the special mother figure in their lives). The activities will be processed at Dell’s offices in Gurugram and Hyderabad. The Foundation aims to raise funds worth INR 17,00,000 through this fundraising campaign.
ITC Sunfeast
This year, in a digital campaign conceptualized by Ogilvy Bangalore, Sunfeast Mom’s Magic veered off the beaten path for Mother’s Day and payed homage to the mother-like figures who have positively impacted the lives of those they care for. It is an attempt by the brand to get people to acknowledge these relationships.
NatureFresh
NatureFresh, the home-grown brand of Cargill’s food business in India, launched its new campaign ‘#AsliKhiladi’ with Delhi Daredevils. This new campaign, highlighting the importance of the homemaker in the life of a family, is unanimous with the ethos of the brand and is based on the premise of 'Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’. The campaign emphasizes the homemaker’s active life and her ability to meet every need of the family, in a quirky manner featuring players from the Delhi Daredevils team.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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