MxMIndia

Tag: Mother’s Day

  • Kalyan Jewellers’ regional brand ambassadors, Wamiqa Gabbi, Ritabhari Chakraborty and Kinjal Rajpriya joined the campaign along with Shweta Bachchan Nanda by sharing pictorial ‘Ma & Me’ memories

    Kalyan Jewellers celebrates motherhood with tribute by Amitabh Bachchan

    By A Correspondent

     

     

    https://www.facebook.com/KalyanJewellersIndia/videos/544228533120099/

     

    This Mother’s Day, Kalyan Jewellers launched a digital ad film with Amitabh Bachchan reciting the poem ‘Maa Tune Sone Ka Dil Paaya’ – thus paying tribute to all mothers. The video rendition of the poetic tribute features ‘Maa & Me’ images, these photographs were sourced via social media participation. From the hundreds of crowdsourced images, the brand handpicked some of the best moments captured on camera to be part of the campaign video.

     

    Speaking about this campaign, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said: “Our mothers have always stood by us and been our biggest support system. This year while some of us are lucky enough to celebrate Mother’s Day at home, there are several who are celebrating it from afar. In times like these, it is important that one holds on to the good and beautiful moments and takes the nostalgic trip down memory lane. Our Mother’s Day campaign has sought to follow this approach and use the evergreen voice of Amitabh Bachchan juxtaposed with real photos.”

     

    Kalyan Jewellers’ regional brand ambassadors, Wamiqa Gabbi, Ritabhari Chakraborty and Kinjal Rajpriya joined the campaign along with Shweta Bachchan Nanda by sharing pictorial ‘Ma & Me’ memories.

     

     

  • The ‘You’re doing okay, Mom’ was planned as a message of reassurance to mothers as there were doing their best for their baby and family

    Johnson’s reminds moms that “they’re doing okay”

    By A Correspondent

     

    Baby care brand Johnson’s unveiled a digital video highlighting the joys and journeys of motherhood amidst uncertain times. The ‘You’re doing okay, Mom’ was planned as a message of reassurance to mothers as there were doing their best for their baby and family.

     

    Speaking about the video, Manoj Gadgil, Vice President Marketing, Johnson & Johnson Consumer division, India said: “We at Johnson’s have been proud partners to generations of mothers and understand that in current circumstances, they may feel uncertain and anxious about giving the best to their baby. On the occasion of Mother’s Day, we are championing mums everywhere through this video, highlighting the strength of their bond with their baby, and are assuring them with confidence that they are doing okay.”

     

     

  • The brand has also asked it audience to capture their special wishes and moments with their mothers

    Titan tweaks its iconic tune to ‘Tune for Ma’

    By A Correspondent

     

    On the occasion of Mother’s Day 2020, Titan has launched ‘Tune for Ma’, a new take on the Titan signature tune. The brand has also asked it audience to capture their special wishes and moments with their mothers with #TimeWithMa on their social handles.

     

    Sharing his thoughts on the Mother’s Day campaign, Sirish Chandrashekar, Marketing Head, Titan Watches, said: “In these unprecedented times, the brand has kept warmth and positivity at the core of its messages of ‘Staying Apart yet Together, like the numbers on a watch’ and ‘Making Every Moment Count’. In this Mother’s Day film, leading musicians of the country have collaborated virtually, with a new take on the iconic Titan tune for a potent message that connects Mothers and Music.”

     

    Speaking about the campaign, Mahesh Gharat, Chief Creative Officer, Ogilvy added: “This is a piece very close to my heart. I truly believe music is the second best thing to heal this world. The first of course is our Mothers. These two superpowers make the world a truly better place.”

     

     

  • Cognizant of the various roles single mothers embrace while raising children, the DVC urges them to believe in themselves, with the affirmation #IAmEnough

    Voltas Beko pays tribute to single moms in latest ad campaign

     

     

    Voltbek Home Appliances has launched its latest digital video film – “#IAmEnough”. Launched on the occasion of Mother’s Day, the campaign is a tribute to mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children, especially during this period of lockdown.

     

    Remarking on the campaign, Jayant Balan, CEO, Voltas Beko, said, “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”

     

    Speaking about the campaign, Prasenjit Basu, Marketing Head, Voltas Beko, said, “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others – in progressing their career, and in taking care of their homes and families. For the conceptualization of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitizes the society as well.”

     

    He further added, “Voltas Beko is dedicated to make the lives of each ‘mom’ easier by offering technologically superior, easy to use, energy efficient home appliances, which have been specifically designed for Indian conditions.”

     

    Talking about the digital DVC, Parul Ohri – Chief Editor, Momspresso, said, “This is a film which will strike a chord with every mother who has ever second guessed herself or been judged by the world – and which one of us hasn’t! Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, “Yes, I am enough!” A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoying the unique time they have got together.”

     

     

  • The campaign has been produced by Aum Sai Production House and Directed by Raju Desai

    Fortune pays tribute to all Mothers

    By A Correspondent

     

    Mothers’ Day happened a few Sundays back, but since we just received this news, we are carrying it. Fortune oil launched a digital film conceptualised and executed by Triton Communications builds on the brand platform of Ghar Ka Khana Ghar Ka Hota Hai.

     

    Speaking on the campaign, Virendra Saini, Executive Director and Head, Triton Communications said: “Our Mothers are our best critics and also our strongest supporters and thus play a very crucial role in making us who we are, the video is a salute to all mothers encouraging them with a message to be the change they want to see in others by imbibing in their children respect and love for all women and treating them as equals”

     

    Added Ajay Motwani, Head of Marketing at Fortune: “The film is our tribute to Mothers, who inculcate progressive values in their children throughout their life. The film thought, Parose Achche Sanskaar, fits well with our Fortune brand umbrella platform, Ghar Ka Khana, where we celebrate home cooked food as food for the body and soul.” The campaign has been produced by Aum Sai Production House and Directed by Raju Desai.

     

     

  • The TVC urges people to bring home joy by adopting a dog

    Voot Studio partners Pedigree for campaign on Mother’s Day

    By A Correspondent

     

    Voot Studio partnered with Pedigree to celebrate Mother’s Day in an unconventional manner. Through this campaign, Voot Studio and Pedigree along with Mediacom as agency partner, urged people to adopt dogs.

     

    Pedigree has tied up with 25+ pet NGOs to drive the cause of adoption for stray dogs.

     

    Speaking about the initiative, Akash Banerji, Business Head–Advertising Video Platform, VOOT, said: “We recently launched our Voot Studio programme, an industry-first initiative that partners with brands around compelling storytelling and platform integrations, to drive their brand narrative for the new-age consumer.  Our association with Pedigree is with the aim of creating ROI for a brand much beyond the 30 second ad spot..”

     

    Added Mohit Arora, Marketing Director, Pet Nutrition India: “BringHomeJoy campaign was visualized keeping our vision of “making a better world for pets” in front &center.  As category leaders we take pride in driving responsible pet ownership, one such initiative is creating awareness and consideration around pet adoption. By involving & directing all digital engagement to 25 partner pet adoption agencies across 16 cities,  we hope to start an initiative to find more loving homes for all pets.”

     

    Said Navin Khemka, CEO – South Asia, Mediacom: “Pet lovers know that pets are like their own kids. We dedicate this campaign to every pet caring person and are confident that many families will come forward and adopt a dog. In todays world we need more compassion, care and understanding. We are fortunate to be involved in co-creating this campaign with Voot Studio & Team Pedigree.”

     

     

  • Do advertisers prefer the tried-and-tested stereotypes while dealing with mothers and Mothers' Day

    1980s imagery dominates 2019 Mothers’ Day

     

    By Sanjeev Kotnala

     

    Every year on Mothers’ Day, I get a sinking feeling that we are in a time warp. Or at least the Indian mother is has decided to drop anchor in 1980.

    I love sharply defined relationships and even the vague unmanned relationships too. In India, we have many such relationships. The relationship between daughter-in-law and mother-in-law. The bhabhi-devar relationship. The jeeja–saali relationship. The guru-shishya relationship. However, nothing beats the well defined sacred bond between a mother and the child.

    Mothers And Mothers’ Day in Indian Advertising.

    Mothers in Indian Advertising have failed to evolve out of the desperate emotionally volatile arena captured by Indian cinema. The sacrificial relationship with its predefined expectations and socially constraining coordinates still reflect the absolutely iconic expression ‘Mere Pass Maa Hai’.

    The imagery of self-less-love, a mother going out of her way, fighting all the odds, eyes with tear dams, will do anything for my child that defined the mother of 1980s still describes the mother in 2019.

    The acts that made Farida Jalal, Lalita Pawar, Rakhee and Nirupa Roy imagery as the ultimate mother still dictates the overt expressions in the mother-child relationship.

    Not that there has been a tectonic shift in the imagery and expectations of mothers. They still sacrifice their lives and ambitions for the future of their children. They still work like a superwoman. They are still seeking more empowered roles outside the home.

    So, when brands think of celebrating Mothers’ Day with some specific communication, they tend to remain chained to the overexposed mushy-mushy imagery. It is an easy way out.

    Why don’t these communications are more celebratory?

    Why mother’s day only has memories and situations aimed to bring tears to your eyes and make you feel emotionally drained?

    Mothers’ Day 2019 – Another Missed Opportunity.

    The brands are missing opportunities and at the same time insulting motherhood. By continuing to live with the pre-historic imagery, we are saying to the mothers, you have failed to evolve. Your work scope, responsibilities and a multidimensional personality is yet to get registered in the blinkered mindspace of Indian families and society. And dear Moms, we the advertisers, can only digress that much. We can only mirror what we believe our audience will like and not necessarily what you as our audience may appreciate. It’s business as usual.

    CATCH THE 1970s MOTHER

    So, catch the EPSON Mother, going out late in a rainy night to her neighbours. She is getting colour prints to help her daughter participate in a contest. Meanwhile, the WhatsApp-charged millennial daughter is only cribbing. You know the situation would have been easily managed if she had a printer at home.

    Don’t you forget the taste of food, that only mother can make. GITS has you covered with orphanage setting. Parleji is busy milking the old sentimental space of ‘Mother knows without being told’.  And, yes, she is duty-bound to everything for her children. MOTHER’S RECIPE (Gift of Time) shares a hamper of its products to help create some time for her. There is nothing wrong. At least it is direct and relevant.

    Some brands are still trying to ask, what does being a mother means? Motherhood is a phenomenon.  BIBA the apparel brand is trying to stand apart and tell you that we can be a mother in more ways than one. Shaadi.com is rightfully trying to push its own agenda and give a new flip to the relationship.

    SUNFEAST tries something different. The brand explores an extended student’s relationship with AMMA at the tea (or is it coffee) joint outside the college. It is at least interesting.

    Then There Is Mothers’ Day.

    So, when I see HOPSCOTCH Mother RAP. The swag of a Mother proudly proclaiming to be the stylist for her children. I see it differently. It is fresh and full of brand relevance. It refuses to be clamped down by expected imagery.  There is a blatant, right in your face product promotion.  At the same time, it remains relevant to the occasion and sentiments. I love it. It statically lacks craft-style, and that is a plus. I will be impressed if it can get the Mother Rap to happen on TikTok too.

    The Preganews gender-agnostic good news communication though ‘hat ke’, makes a relevant point.

    Brands must Converse Throughout The Year.

    If mothers are an integral part of your brand ecosystem, then the brand must remain in conversation with them throughout the year.

    The audience knows when the brand is being cheeky in using the particular date and day to make a statement. The audience is no longer fooled by it.

    Teri Maa Ki. Xhamster Joins The Call.

    Meanwhile abroad, a PornSite xHamster is planning to ask the valued customers searching for MILF on its sight, to hold back for a second and call their mother. TERI MAA KI. MILF can wait for your mother can’t.

     

     

  • For Mother’s Day, Aegon Life projects a wonderful insight on how mothers are the original tension relievers in any individual’s life

    Aegon Life Insurance dedicates latest ad film to mothers

    By A Correspondent

     

    Aegon Life Insurance launched a new digital campaign saluting mothers on the occasion of Mother’s Day. The campaign highlights the efforts made by mothers across social strata to bring a smile on the face of their children.

     

    For this campaign, Aegon Life picked up a wonderful insight on how mothers are the original tension relievers in any individual’s life. The film has been directed by Puneet Prakash.

     

    Speaking on the digital film, Mandeep Singh Gulati, Head – Marketing and Digital Experience, said: “Mothers are the unsung heroes in every family. With this film, we salute and thank all those mothers who leave no stones unturned to make lives tension free for their children.  Our brand truly believes in removing tension around securing families’ lives with the right term insurance. Thus, we take inspiration from the selfless mothers who go to great lengths to protect and care for their loved ones.”

     

     

  • Featuring Spruha Joshi, the campaign attempts to decode the one thing that mothers really want

    #MaaKyaChahtiHai, asks Wakefit in ad film

    By A Correspondent

     

    Wakefit, a sleep solutions startup has rolled out a Mothers’ Day campaign, #MaaKyaChahtiHai. The campaign is live on all social platforms.

    Commenting on the survey, Ankit Garg, Co-founder & CEO at Wakefit.co said: “Even after the tiresome demands of daily schedules, our mothers never forget to fulfil our needs and wishes. According to researchers from the University of Warwick, after the birth of a child, women tend to experience more sleep disruption than men, leading to sleep deprivation up to six years after giving birth. #MaaKyaChahtiHai campaign aims at highlighting the need to look after our mother’s health and believes that the best gift to present her this Mother’s Day is the gift of sleep.”

    Added Aakriti Bhargava, Co-founder at BoringBrands: “Being a mother, this idea was close to my heart. We wanted to bring forth the idea of mothers compromising on sleep for kids, and urging the world to help them sleep better. Wakefit encouraged us to build it up and we took the opportunity to see it through a kid’s eye, in this campaign.’’

     

     

  • Campaign conceptualised by Ogilvy Bangalore

    ITC Sunfeast Mom’s Magic pays an ode to mothers

    By A Correspondent

     

    For Mother’s Day 2018, Sunfeast Mom’s Magic has veered off the beaten path and pays homage to the mother-like figures that have positively impacted the lives of those they care for in an attempt to get people to acknowledge these relationships.

     

    Said Mahesh Gharat, Chief Creative Officer, Ogilvy South: “Sunfeast Mom’s Magic stands for mom’s values. We believe that there is a mom in every one of us and this instinct transcends conventional boundaries. On this Mother’s Day, we wanted to celebrate the beauty of such relationships through this video.”

     

     

  • Occasions like Mother's Day give the brand an opportunity to highlight this quality and cement NIVEA's role as part of daily skin care regimen

    Nivea unveils a film on occasion of Mother’s Day

    By A Correspondent

     

    For over a century, Nivea has attempted to symbolise a mother’s natural instinct to protect and care. As part of its Mother’s Day communication, Nivea traditionally celebrated the mother-child bond and its role within it. However, this year, the brand decided to broaden the canvas and celebrate all forms of mothers, mother-like figures and motherhood that touch everyone’s lives with a heart-warming campaign led by a digital film, conceptualised by DigitasLBi.

     

    “Nivea epitomises care, trust and love. We believe that #JustLikeMaa is an initiative to widen this circle of love also to ‘Mother-like figures’ and appreciate them on this occasion of Mother’s Day,” said Maximilian Wegener, Category Manager – Skin Care, Nivea India.

     

    “The iconic blue NIVEA Creme tin is now synonymous with care and nothing personifies unconditional care and protection like a mother does. So Mother’s Day holds a special significance for the brand.