Moms usually forget about themselves, about the girls they used to be in their childhood because they get busy with their lives and families. Mothers forget about their passion and the things that brought them joy as they are busy making their kids achieve their dreams. Last year, Amazon.in rolled out #MomBeAGirlAgain to bring the girl back in the mothers by making her do things that brought joy to her.
This year again, the brand has launched two videos which is an extension of its 2016 campaign. Through the videos, the brand urges the audience to help their mothers re-live and re-discover the joys of their childhood.
Conceptualised by What’s Your Problem Brand Solutions and directed by Sainath Choudhury, Purple Vishnu Films, the first video showcases the sadness of a lady on her retirement day, which later turn to happiness after she was re-introduced to her love of music by her childhood friend who gifts her a guitar.
The second film showcases how the coach introduces the daughter with her mother’s childhood days in the same school. The girl gifts her mother a football in order to bring back the girl in her mom.
Speaking about the campaign, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India, said, “Along the journey of life, there are many seemingly small sacrifices that the woman makes. Giving up a passion or interest may not seem like a big sacrifice. But it’s not just an interest they give up. They give up something they love to do, a way to relax, recharge and connect with self. They give up a part of themselves. And often, there’s limited acknowledgement. This insight led us to our big idea. Or rather some big questions: Is there a way women have to make fewer sacrifices, not give up the things that bring them joy? Shouldn’t we, their loved ones, acknowledge their sacrifices, thank them? With #MomBeAGirlAgain, we aim to connect with people on an emotional level and encourage them to help the women in their lives, and their mothers re-discover the joys of their childhood.”
Speaking about the creative insight, Amit Akali, Managing Partner & Creative Head, What's Your Problem, added, "This is not just a campaign. It’s a movement or a clarion call to mothers to welcome their passions and go back to being their little self, to again become the ‘Tuffani, Gudia, Golu’ they were. It’s an appeal to their families to encourage mothers to embrace their pet names and their little girl selves. And it’s not just films. In keeping with the What’s Your Problem approach, we’re reaching out to women through which ever medium relevant, be it radio, digital activation, social media, influencer programs, YouTube mastheads, etc.”
The campaign is supported across radio and social media platforms.
Agency: What’s Your Problem Brand Solutions Pvt. Ltd.
Director: Sainath Choudhury
Production Company: Purple Vishnu Films, Mumbai
Managing Partner & Creative Head: Amit Akali
Director Creative and Art: Divya Saxena
Associate Creative Director: Mihir Chitre
Copy Supervisor: Aditi Laxmanrao
Creative Supervisor: Apparao Hare
Senior Visualizer: Pawan Kotian
Visualizer: Snehal Shewale
Account Management & Strategy Team:
Founder Director, Business & Strategy: Tejas Mehta
Group Account Manager: Karan Sharma
Account Supervisor: Richa Shah
Account Executive: Akshay Joijode