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We all love our moms, but out of all the calls that we get, we end up missing most calls from our moms.
Mom’s Magic has always sharply talked to mothers and taken up large causes associated with Moms to help build positive sentiments around the brand. One such cause that we identified was that daily 3 crore calls from Moms get missed in India. Possibly, thinking we can call her back anytime.
Moms Magic wanted to take up this cause and create awareness about the issue. Getting the mother’s point of view on why she keeps calling her kids helped drive the point. The brand integrated the campaign with IPL using pre- and post-match studio snippets involving the anchors answering their mom's calls mid-shoot.
Seamless WhatsApp integration was done enabling viewers of the campaign to receive the ringtone with instructions on how to set it against their mom’s contact. We amplified this campaign on social media through a Twitter trend that lasted for 4+ hours.
To create an initial buzz, Bollywood leak pages like Manav Manglani and Viral Bhayani were used. Rather than using Influencers, we used Moms of celebrities and got them to tag their celeb son/ daughter. The importance of mom was bought out in a very memorable way.
