Rajnigandha Silver Pearls has launched a new video titled Acha hai #Maa Kehti Hai in a Mother’s Day tribute. Taking forward the success of the #Maa Kehti Hai campaign of the past, the new video with an emotional storyline will be released on Facebook, followed by an audience engagement exercise across social media channels where users will be invited to share their mother’s story and talk about their greatest hero.
‘Your story begins with your mother’s story and that story is the greatest of them all! This #Mothers Day! #MaaKehtiHai’… the campaign underscores the inherent goodness of a mother’s heart and connects with the brand proposition ‘Achchai Ki Ek Alag Chamak Hoti Hai’.
The film is based on the insight that mothers are taken for granted and their advice not always appreciated. The video puts the protagonists through a day without their mother. The video opens to a couple of shots where children are cribbing about their mother. The next morning, they find a note from their mother informing that she won’t be home the entire day. The initial euphoria is followed by a struggle to get by with the father trying to rustle up breakfast for the children and the children trying to get themselves ready for school.
The camera then pans into the kids back at home after school and delighted to not have their mother around to stop them from watching TV. However, they soon get bored and switch it off. They miss their mother.
The mother returns home in the evening and finds the house in a mess. The younger daughter runs to the mom and hugs her tightly and says, “Aap kahan chale gaye thay?” The elder one adds: “Acha hai aap chali gayi thi, aaj humein pata chala ki Mom banana kitna mushkil hai.” An emotional reunion follows. The film ends with a warm family moment as they all cuddle up and the tagline plays out - Kitna accha hai ki ma humare liye har pal maujood hai. Iss Mother’s Day, shukriya adaa karen uss mom ka. AcchaHai #Maa Kehti Hai.
Commenting on the campaign, Rajeev Jain, Associate VP, Marketing, DS Group said, “The core essence of Rajnigandha Pearls is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication. Rajnigandha Silver Pearls is celebrating Mother’s Day by releasing a video titled ‘Acha hai #Maa Kehti hai’ because mothers have abundant inner goodness that makes them stand out and shine. The video emphasizes not only on a mother’s importance in our lives, but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai.”
Rajnigandha Silver Pearls has been running this campaign successfully for two years now. Last year too, the campaign received a great response. The video generated total 90 mn+ impressions on various platforms such as Youtube, Facebook and Twitter.