Mother’s Recipe is a brand that India relates to for providing the magic of a mother’s touch through its vast range of food products. Having spread the magical taste of different recipes from mothers across India for over 15 years, the brand felt the need to touch the lives of those who have never experienced a mother’s love. Hence, starting on Mother’s Day 2015, Mother’s Recipe has relentlessly continued its efforts towards this initiative. Starting small with big ambitions, in two years, Mother’s Recipe has already spread mother’s love with 900 mothers to 950 children in 18 orphanages across five cities, said a spokesperson for the brand. This initiative has now entered its third year.
Insight, strategy and idea
At least 20 million children in India are deprived of a mother’s love. It was not possible to reach out to such a great number at the very start, so Mother’s Recipe started small but with great love to reach as many little children as possible eventually, stated the spokesperson, explaining: Mother’s Recipe invited mothers to spend a day with these children, the way they would with their own. The key message was to give a taste of mother’s love to children who don’t have one through specially organized events at orphanages. The primary elements covered in this initiative at orphanages were:
· Introducing mothers to the idea of sharing their love with the children via print, radio and digital activations
· Enabling bonding of children with mothers over a well-planned event at orphanages where they laughed, played, shared experiences and enjoyed a meal together
· Create everlasting fond memories for both, mothers and children
The campaign kick-started in 2015 and received a tremendous response in its very first year. The response received in 2016 was even bigger. So far, 900 mothers have spent quality time with 950 children in five cities – Mumbai, Delhi, Bengaluru, Kolkata and Pune.
The event was planned and executed to ensure that each child at the venue received complete attention from a mother. The mothers connected with the children over conversations, acknowledged talents of different children and shared a meal with them. And above all, gifted the children with the magic of their gentle touch.
The best measure of results are the handmade cards the children gift the mothers at the end of the events, said the spokesperson, adding that the initiative has, so far, touched the lives of over 950 children across five cities in 18 orphanages. The response over the years has been overwhelming, says the company. Mother’s Recipe has been applauded in the media – both print and digital – for their earnest efforts in touching the lives of these little angels in a very special way. After all, nothing compares to the magic of a mother’s touch.