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The challenge: Every mothers day while there is an emotional outpour of wishes etc; and a celebration of thanking mother for doing all the wonderful things she has done for their off springs, there is a portrayal of her as a martyr, a self-sacrificial being. The challenge was to change that and make children truly appreciate what their mother has done for them.
The Idea: The core strategic idea was to make children realize that their mother is just not a mother, she is an individual, she is a woman too. So truly thank her don’t just buy her a gift or thank her an express your feeling on social media. Get to know her. Sit down/call and spend time with her. When you do get to know her as an individual and as a woman, you will truly appreciate her more. That is the true gift on mothers day.
The instigation: Armed with Core concept & strategy by Wolfzhowl, a beautiful film produced by Clockwork Studio, Digital engagement driven by The Other Guys and all of 4/5 thousand rupees - this initiative by TGIF (FB page) trended nationally on Twitter with no incentives & freebies - competing against a strong IPL pre-final phase of event trends and brands which were doing freebie/incentive based digital promotions for mothers day.
Very proud of this initiative, which could have as easily been done by a telecom brand saying "On this mother's day call your mother & get to know her (XYZ talk time free etc;) or like British Airways done a discounted ticket back home to go spend time with your mother, sit down and get to know her".
Case study coming-up soon :)