CRIC returns with #MomBeAGirlAgain campaign take 2

What’s Your Problem Brand Solutions partnered with Amazon India to create the campaign films with director Sainath Choudhury of Purple Vishnu Films

e4m by exchange4media Staff
Updated: Jul 22, 2017 7:34 AM

After a successful campaign last year that garnered nearly 20 million views across social media platforms, has announced new takes on its #MomBeAGirlAgain campaign series.

#MomBeAGirlAgain was a campaign launched by in the second half of last year to celebrate mothers. The campaign focused on helping mothers rediscover the young girl they once were and follow their passions and hobbies once again. The campaign was designed from the learnings of the social campaign #WhenAWomanShops, which highlighted the fact ‘we think women love to shop. But they shop to love.’

The new campaign, in two different films, identifies those people who remember the mother’s childhood with their passions, dreams and personality of a young girl. These are the people who are instrumental in pulling the mother down the memory lane and bringing out the endearing childhood names these mothers had.

The first film features a retired woman being reintroduced to her love for music by her childhood friend who gifts her a guitar. The second film weaves in the nostalgia one feels about their school. A school coach introduces the daughter to the naughtiness of her mother’s childhood days. By gifting the mother a football, the daughter discovers a side to her mother she had never seen before.


What’s Your Problem Brand Solutions partnered with Amazon India to create the films. Commenting on the launch of the campaign, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India said, “Along the journey of life, there are many seemingly small sacrifices that the woman makes. For some it’s career, for some it’s motherhood and for some it’s the many responsibilities that life brings as we grow older. Often it means giving up a passion or interest. ‘I don’t have time for a hobby. I am a mom!’ said many of the women we met. Giving up a passion or interest may not seem like a big sacrifice. But it’s not just an interest they give up. They give up something they love to do, a way to relax, recharge and connect with self. They give up a part of themselves. Often, there’s limited acknowledgement. This insight led us to our big idea. Or rather some big questions. Is there a way women have to make fewer sacrifices, not give up the things that bring them joy? Shouldn’t we, their loved ones, acknowledge their sacrifices, thank them? With #MomBeAGirlAgain we aim to connect with people on an emotional level and encourage them to help the women in their lives, and their mothers rediscover the joys of their childhood.”

Highlighting the creative idea, Amit Akali, Managing Partner & Creative Head - What's Your Problem said, “This is not just a campaign. It’s a movement or a clarion call to mothers to welcome their passions and go back to being their little self, to again become the ‘Tuffani, Gudia, Golu’ they were. It’s an appeal to their families to encourage mothers to embrace their pet names and their little girl selves. And it’s not just films. In keeping with the What’s Your Problem approach, we’re reaching out to women through whichever medium relevant, be it radio, digital activation, social media, influencer programmes, YouTube mastheads, etc.”

This is a 360-degree integrated campaign, supported by radio and social media. The films were directed by Sainath Choudhury of Purple Vishnu Films.

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