Mother’s Day is the Mother of All Events for marketers worldwide. This year as well, Indian marketers leveraged the occasion to form a strong emotional connect with their consumers.
Ads for Mother’s Day this year celebrated everything that mothers teach us and everyone who is like a mother to us. Brands across categories - from financial companies, smartphone brands, to automobile, jewellery and FMCG sectors shared their take on mothers and the pivotal role they play in every child’s life.
Brands like Nivea and Nissan took a refreshing look at what makes a mother and delivered subtle campaigns that did not include specific brand communication. On the other hand brands like Bank Bazaar, Tanishq, Micromax, and Good Night leveraged the occasion to integrate their brand communication into the advertisements.
Some brands on social media asked viewers to name people who are like their mothers, while others asked them to pick up the phone and call their moms on this special day. One in particular addressed gender bias, and the role mothers can play in the proper upbringing of boys.
Nivea’s Mother's Day film #JustLikeMa is a tribute to all the Mother-like figures we have in our lives. The progressive campaign is a celebration of motherhood in its various forms and personifies the love and care a mother showers on her child.
Nissan set out to deliver a message very similar to that of Nivea. The brand set out to establish that parenthood these days is gender agnostic and both parents have to play dual roles for the bigger picture, i.e. the growth of their child.
After breaking stereotypes with its first Nayi Soch campaign, Star Plus this time put the spotlight on the upbringing of boys in India. The film shows a boy imitating his mother’s qualities and eventually turning into a man who does the dishes and even cooks for the woman in his life.
Micromax came out with an endearing campaign that showed us just how much a phone call from a child means to a mother. The brand connect was very strong for the ad, which ended with “It’s still the most important thing your phone can do. Call your mother. Make your mother’s day happy.”
Tanishq once again tugged at the heartstrings of viewers with its Mother’s Day campaign. The ad is a tribute to all those mothers who believe that their children should have the best of everything but never want anything for themselves.
Bank Bazaar delivered an ode to all mothers who taught the first lessons on financial management, without even letting children realize that they were learning something so crucial. A mother’s frugality and financial management have been at the core of several successes. The unlooked-for change in the purse to the savings for that higher education course all have been saved up rupee by rupee – be it by haggling with vegetable vendors or fighting with auto drivers for fair rates for auto rides.
Good Night tried asking the question: why do we reach out to our moms first when there is a crisis. The answer? As a kid puts it, “Pata nahin yaar”. According to Good Night, it’s because moms are always on ‘Active Mode’. That’s why mothers are Number 1 on everyone’s speed dial.
Discovery Kids campaign ‘Her Love Surpasses All Barriers’ follows the relationship between a child and his visually-challenged mother. The mother helps the child with all his needs and does not have any shortcomings despite her visual impairment. The ad film ends with the boy giving his mother a Braille greeting for Mother’s Day and the two hug it out, breaking any barriers there may be.