Fortune Oil creates a 'Mother Exchange' to strengthen emotional bonds

Conceptualised by Ogilvy & Mather, Fortune Oil takes forward the emotional bond of 'ghar ka khana' and brings mothers and children together, even if they are in different cities

BestMediaInfo Bureau | Mumbai | May 4, 2015

Click on the image to watch the TVC.

The mother holds the family together and her 'Ghar Ka Khana' symbolises the close relationship that ties her family together. However, with more and more children leaving their homes to pursue higher education and better careers in other cities, family meal times are becoming scarce.

Keeping in mind the fact that there are a lot of mothers whose child is working or studying in a different city and he or she misses their mother's cooking, Fortune Edible Oils & Foods has launched a new initiative, the Fortune 'Mother Exchange'. Under this initiative, a mother can register on a special microsite, www.motherexchange.in, and select a mother in the city where her child is staying and whose child is staying in her city. The microsite is a platform where the mothers can get in touch with each other and provide home-cooked meals to each other's children just the way they like them by exchanging recipes. The initiative is in keeping with the brand promise of “Ghar ka khana, ghar ka khana hota hai”.

Very soon this platform will be available on mobile via an App for both Android and iOS users.

A film, conceived and executed by Ogilvy & Mather, has also been created to announce the Fortune Mother Exchange initiative. It tells a heart-warming narrative of two real mothers, one in Jodhpur and the other in Chennai, whose sons are studying in each other's cities – Vivek from Jodhpur and Santosh from Chennai. The film shows how the two mothers get in touch with each other and collaborate with each other, overcoming language and cultural barriers, to cook home-cooked meals for their children. The film ends with the mothers meeting each other's children and serving them their favourite food and the kids tasting a bit of home.

Piyush Pandey

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, remarked, “I found it very difficult all through my life to live without home food. I have studied away from home, played cricket away from home and travelled far away from home. I wish somebody had come up with this idea in my growing years.”

Anghsu Mallick, Chief Operative Officer, Adani Wilmar, added here, “Through this campaign we are attempting to create a home away from home for those who miss home-cooked food. By choosing the digital medium as a touch point, we are looking to reach out to youngsters who are the main influencers in this project. And Fortune being the leader believes in setting trends rather than following it.”

Sukesh Nayak

Sukesh Nayak, Executive Creative Director, Ogilvy & Mather Advertising Mumbai, felt, “I think this is not just another digital or activation campaign but a beautiful solution to a common problem for all mothers. I am sure this platform will grow and will benefit millions of students studying in colleges across the country and make equal number of mothers very, very happy.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Adani Wilmar

Brand: Fortune Edible Oils & Foods

Chief Operative Officer: Angshu Mallick

Adani Wilmar's marketing team: Sanjay Adesara, Kaushal Desai

Creative Agency: Ogilvy & Mather India

Executive Creative Director: Sukesh Nayak

Senior Vice-President & Head of Advertising: Tithi Ghosh

Branch Head, OgilvyOne Worldwide: Vanaja Pillai

Vice-President, Neo@Ogilvy: K Sudha

Ogilvy creative team: Bhavna Kher, Manasi Kadne, Noothan PR, Ankit Pathak

OgilvyOne team: Anil Kumar, Deepak Deans, Shyamal RK, Abhishek Jain, Megha Ahuja

Account Management: Deepanker Mukherji, Sandra Patrao

Production house: Still Waters Films

Director: Jerald Packiasamy

Info@BestMediaInfo.com

Info@BestMediaInfo.com