P&G India leverages global campaign to reach out to consumers

P&G’s ‘Thank you Mom’ campaign to increase consumer engagement; gives customers a chance to win a two carat diamond for their mother by buying P&G products

e4m by Priyanka Mehra
Updated: May 15, 2012 8:52 PM
P&G India leverages global campaign to reach out to consumers

Global FMCG giant P&G India’s ‘Thank you Mom’ campaign in India has been much talked about since its launch on April 1, 2012. The campaign’s Facebook page has already garnered over 450,000 fans in just over a month with a little over 30 per cent of the fans actively engaging with the brand on a daily basis.

This campaign is in keeping with the brand’s Global partnership with the Olympic Movement to sponsor the next five Olympic Games till 2020. The company believes this forum provides an opportunity to honour and thank not just the moms of Olympic athletes, but every mom.

The global campaign announced a programme wherein consumers can give their moms the gift of thanks by buying P&G products during the months of April, May and June, and get a chance to win a two carat diamond for her.

To further strengthen and spice up the campaign’s kick-off, the brand got a unique gathering of Indian achievers and their very own ‘Mombassadors’ in the form of famous mother-daughter duos from different walks of life, who participated by fulfilling their mother’s wishes and urged consumers to do the same. They included World Women’s Boxing Champion Mary Kom with her mother, theatre actresses Ira and Lilette Dubey, Bollywood actress Neha Dhupia with her mother, and legendary actress Sharmila Tagore with Soha Ali Khan.

Consumers can share their wishes with P&G across different medium including facebook, radio channels, and malls in select cities via P&G kiosks.

“This is P&G’s biggest campaign globally. No similar campaign has been done in the past. ‘Thank You Mom’ campaign gives consumers a platform to fulfill a wish for their mom, and celebrate the spirit of motherhood because moms deserve more than just one day to be thanked. P&G is in the business of making life easier for moms every day and with our brands such as Pampers, Vicks, Whisper, Ariel, and Pantene, we touch and improve the lives of moms all over India. With this campaign, we want to build and strengthen our position as the ‘Proud Sponsors of Moms,” said Kainaz Gazder, Marketing Director, P&G India.

The campaign will also be activated across other touch-points in the coming days via print, PR etc.

“The campaign is delivering great consumer engagement. This is consistent with our pursuit to touch and improve the lives of more consumers,” added Gazder.

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