Mother’s day; Marketers put money where the mom is.

Mother’s day; Marketers put money where the mom is.

Author | exchange4media News Service | Friday, May 10,2002 7:41 AM

Mother’s day; Marketers put money where the mom is. exchange4media news service

With Mother’s Day being the flavor of the month, marketers are doing all possible to get their recipes right. Novelty and creativity is the name of the game here and that is exactly how marketers intend to play their cards this time. And if you want to know the kind of hype the event creates and becomes a magical brand building exercise read on.

Shoppers Stop, it seems has made all possible efforts not to leave any loose ends. They celebrate the day with a number of events. Says Biswajeet Khosal, unit Head, Shoppers Stop, Delhi, “We have an array of events lined up for our customers for this day. The entire day would be dedicated to moms with kids being able to air their messages for their moms in Shoppers Stop. We have fun events like arm wrestling competitions and special gaming zones with games like hop-scotch specially for moms. And then we have forms with a gift list, to be filled by kids. The kids can select the gift they would like to give their moms the most. The winner will be announced via a lucky draw and the mother will be given the gift.”

Going by the number of events Shoppers Stop has lined up for the 12th, it surely seems it is going be a big brand building exercise for them. Marketers must be keeping their fingers crossed.

Hallmark too is not far behind; marketers are trying to use Mothers Day as a platform to go in for a relaunch for Hallmark. The in-store promotions, sponsored by Whirlpool will be on in Delhi, Bangalore, Chennai and Mumbai and will be accompanied by advertising campaigns. A card making contest with a difference, at the Hallmark outlets is what sets the event apart from the competition. The best card with the creator’s name will go in print. They also have 60 sec vignettes, where select young bollywood artists will speak about their moms.

With marketers putting big bucks into the event, the game definitely becomes dicey. But it’s not always the big bucks that do the trick. A small promo happening in the city is of a well known tea brand which has put up a small board with ‘Happy Mother’s Day’ written on it. Anyone who throws a dart and hits the phrase goes with a pack of tea bags (obviously meant for the mother!).

Big bucks or small, the fact is that its events like these that marketers look for as an opportunity to grab the limelight. Mothers Day has certainly found its place in the marketer’s hearts.

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