Brands pour in mush and thought in Mother’s Day campaigns

From Samsung India to KOSH, we list out some endearing Mother's Day campaigns that caught our attention

e4m by exchange4media Staff
Updated: May 10, 2018 9:00 AM

Every year in May, we thank mothers and celebrate the special bond we share with them. This is yet another opportunity for brands to capture their consumers' heart. While heaps of campaigns are rolled out during this time, very few make a lasting impression. From Samsung India to KOSH, we list out some endearing ones that caught our attention.

Samsung India

Ahead of Mother’s Day, Samsung took on a social experiment with the campaign #MomsLoveNonStop that explores the unique relationship between a mother and daughter. The campaign is live on Samsung’s social channels – Facebook, YouTube & Twitter. Conceptualised by Cheil WW India, the campaign highlights the unconditional love of mothers in everyday life. It brings real life mother-daughter duos and explores the nuances of their relationship and aims to make people think if they are doing enough for their mothers. The social experiment takes forward the story of the recent Samsung Direct Cool Refrigerator campaign showcasing a mother’s NON-STOP love and underpins the product’s USP of running non-stop even during power cuts.


Future Consumer’s oats brand KOSH will reach out to more than 1 lakh mothers with a special surprise. Across 50 plus Big Bazaar and 50 plus Easyday Club stores, KOSH will felicitate one lakh mothers in more than 15 cities in the country. In celebration of this day, all mothers visiting the store will be honoured with a special badge that says, ‘110% Super Maa’. Making it even more special, mothers will be greeted with beautiful fresh flowers, chocolates and a heart-warming card. Adding to the surprise, the greeting card will have a discount voucher through which they can get healthy KOSH oats at a discounted price. Additionally, the card will include a number on which consumers can SMS ‘KOSH’ to get discounts on their next two purchases of KOSH products.

Miracle Foundation

To commemorate this day in a truly meaningful way, Miracle Foundation India, a non-profit organization based in New Delhi, has teamed up with Dell to raise funds to brighten up the lives of children without parental supervision and, ultimately, find a loving family for every child. As part of this Mother’s Day campaign, Miracle Foundation India will engage with employees from Dell to run a fundraising campaign. The employees can make a donation in honour of their mom (or the special mother figure in their lives). The activities will be processed at Dell’s offices in Gurugram and Hyderabad. The Foundation aims to raise funds worth INR 17,00,000 through this fundraising campaign.

ITC Sunfeast

This year, in a digital campaign conceptualized by Ogilvy Bangalore, Sunfeast Mom’s Magic veered off the beaten path for Mother’s Day and payed homage to the mother-like figures who have positively impacted the lives of those they care for. It is an attempt by the brand to get people to acknowledge these relationships.


NatureFresh, the home-grown brand of Cargill’s food business in India, launched its new campaign ‘#AsliKhiladi’ with Delhi Daredevils. This new campaign, highlighting the importance of the homemaker in the life of a family, is unanimous with the ethos of the brand and is based on the premise of  'Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’. The campaign emphasizes the homemaker’s active life and her ability to meet every need of the family, in a quirky manner featuring players from the Delhi Daredevils team.

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