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Out of the Box's ‘Curious Case of Children’

Out of the Box's ‘Curious Case of Children’

Author | Deepika Bhardwaj | Monday, Nov 14,2011 9:44 AM

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Out of the Box's ‘Curious Case of Children’

So which case were you in your childhood? Curious or not so Curious? Well, if you were the former, then this campaign would surely take you back to your childhood memories. Launched on the day dedicated to the sweet souls, Out of the Box has come up with their brand new campaign for Mother’s Pride called the ‘Curious Case of Children’. The entire campaign comprises of colourful cartoons that narrate a story about the curiosity of children in each creative.

The campaign comprises of out of home hoardings with cartoons illustrating curious questions by kids to their parents like ‘Dad, why can’t I see Zebra in a Zebra Crossing’ or ‘What are you guys doing so late in the night’; print ads carrying cartoon stories of curious cases of Krish, Kabir, Chinki, Bunty and digital activities. Apart from print, outdoor and digital, the agency has extended the idea to an attractively designed box of chocolates that will be gifted to prospects. A case consisting of six booklets, each one demonstrating the nature of children and their impact on the parents has also been designed as a part of the campaign. The copy of the ads mentions “Children are born curious. They have a question for everything they see and experience. You will run out of answers much before they run out of questions. At Mother’s pride we truly understand children and their urge for curiosity. We will keep the answers coming, making sure that they remain as curious.”

Commenting on the objective behind the campaign, Viral Pandya, Chief Creative Officer, Out of the Box said, “With this campaign, we wanted to reinforce the fact that Mother’s Pride works towards the holistic development of children. The focus is on an all-important aspect of a child’s growth during formative years – curiosity, and the need to nurture and encourage it.”

Elaborating on the insight behind the campaign, he continued, “Children are such curious creatures full of endless questions, which are funny, intelligent and creative. We have shown interesting situations where children ask a question, and every answer leads to more questions, finally leaving the parents dumbfounded. You can identify with the situations so much that if you are a parent, the campaign will leave you nodding your head in agreement. The message is that we should encourage children to stay curious and keep on asking such questions. Don’t give up in exasperation or discourage children from asking questions. Only, we have put this across in an endearing, colourful and relatable manner, subtly bringing in the brand and suggesting it as the solution.
Excited with the new campaign, Sarita Sayal, Director, Mother’s Pride elaborated, “Our brief to the agency has been to create a communication that establishes that Mother’s Pride understands children, and does what is ideal for their development. The brief was evolved with inputs and insights from our R&D department. Of course, the execution, as our communication has always been, has to be lovable and endearing. Last year we launched the tagline ‘Love Blossoms Here’, and the work that followed got an overwhelming response from the market, not to mention a Cannes Gold this year. We hope this campaign too will be equally well-received.”

Though there is a message for parents in each communication, the communication is not preachy but insightful and fun. He adds, “While most pre-schools focus on features and functionalities, Mother’s Pride has taken the high ground, positioning itself as an expert specialist who understands the psyche of children and works towards their overall development. The communication is not preachy and boring, but in keeping with the image of Mother’s Pride, playful and fun. The idea was to reach out to parents and touch their hearts without sermonizing.

The beautiful illustrations of the campaign have been created by Sameer Kulavoor of Bombay Duck Designs. Praising the team involved behind the campaign, Viral said, “I am extremely grateful to Sudha Gupta, Chairperson of Mother’s Pride, and her R&D team for the wonderful inputs they have given us for the campaign. I would also like to acknowledge my team- Vaibhav Pandey, Komal Tandon, Ajay Yadav, and Sunil Singh for all the hard work and a special mention to Sameer for fantastic illustrations.”
 

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