It is no secret that a mother plays an essential role in an individual’s life. On the occasion of Mother’s Day, people seem to make extra efforts to make it special for their mothers, which brings us to the conversation of brands. This Mother’s Day, Indian brands attempted to create an ‘emotional wave’ with campaigns that celebrate the importance of mothers. BrandWagon Online takes a look at ten campaigns that capture the essence of motherhood. It is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaigns. The campaigns quoted below are based on observations and trends:
NueGo’s #MaaJaisaCare: Celebrating supermoms in transportation
NueGo’s campaign celebrated women in the transportation sector, who fulfil their roles as both mothers and professionals. These ‘supermoms,’ from coach captains to customer service staff, demonstrate multitasking abilities, balancing work and family with commitment and a spirit that creates a comforting environment for passengers.
Sleepwell’s #SleepwellMoms: Recognising the unsung sacrifice of sleep
Sleepwell’s campaign, #SleepwellMoms, shedded light on the sacrifices mothers make by highlighting the issue of sleep deprivation. Drawing inspiration from a study by the Indian Sleep Disorders Association, it portrays mothers getting less sleep compared to non-parents, impacting their overall well-being.
McDonald’s: Childhood innocence and gratitude
Through the story of an eight-year-old boy’s efforts to make his mom’s day special with a handmade card and a surprise treat at McDonald’s, the campaign tried highlighting the innocence and gratitude of children towards their mothers.
Himalaya Wellness Company’s #StrengthOfLove: A tribute to everyday resilience
This digital film, titled #StrengthOfLove, tries showcasing the strength and dedication of mothers through their daily struggles. It portrays them juggling tasks and challenges while caring for their children.
Asian Paints’ #JustLikeMoms: Playful nostalgia and transformation
#JustLikeMoms made use of humour and relatable moments to showcase the idea of millennials ‘unknowingly’ adopting their mothers’ ways. The campaign, filled with playful narratives and familiar dialogues, attempted to highlight the value of mothers and the transformation of homes, facilitated by Asian Paints’ products.
Pocket FM: A heartfelt employee tribute
Pocket FM’s video celebrates the bond between its employees and their mothers. The tribute features employees sharing candid moments, pictures, and memories, expressing their gratitude and admiration for their mothers. The campaign attempted to emphasise Pocket FM’s commitment to human connections and storytelling.
ZEE’s #MaaKaVote: Encouraging Self-Care for Mothers
ZEE’s campaign, #MaaKaVote, focused on promoting self-care and rediscovering passions for mothers amidst the demands of motherhood. Through a Mother’s Day film, ZEE encouraged mothers to take a moment for themselves, reflect on their aspirations, and find happiness in life’s simple joys.
Unstop’s Unlock Maa’s Guidance: Wisdom from Mothers
Unstop, a talent engagement platform, honours mothers and their guidance through ‘Unlock Maa’s guidance with Unstop.’ The campaign revamped its mentorship section, renaming parts to ‘Maa’s Picks’ and ‘Upskill with Masterclasses Maa Recommends.’ It also included a ‘Mentor like Maa!’ section encouraging knowledge sharing and a humorous ‘mother’s resume’ showcasing their unique skill sets.
PowerMax and aastey’s #BringComfortHome: Promoting Self-Care Through Fitness
This collaboration focused on empowering mothers through self-care and well-being with the #BringComfortHome campaign. It combined PowerMax’s fitness equipment with aastey’s comfortable activewear, encouraging mothers to prioritise ‘me-time’ and invest in their physical well-being.
MediBuddy’s #MaaKiSehat: Prioritising Mothers’ Healthcare Needs
India’s digital healthcare platform, MediBuddy, launched a heartwarming campaign titled #MaaKiSehat. The video attempts to acknowledge the care mothers provide, often neglecting their own health needs. It urges viewers to play a role in their mothers’ well-being by encouraging them to seek medical advice when needed. The campaign tried to position MediBuddy’s platform as a tool for mothers to become their own healthcare advocates.