The thought-provoking campaign aims to encourage its users to donate goods enabling underprivileged kids to celebrate Mother’s Day with their wonderful Moms
BestMediaInfo Bureau | Delhi | May 1, 2013
To commemorate Mother’s Day, OLX.in, India’s largest C2C marketplace for used goods, has initiated a thought provoking and socially relevant campaign called ‘Every Mother Counts’ in the key markets of Delhi, Mumbai, Bengaluru and Kolkata. The campaign has been designed by Value 360 Communications, a brand communications agency. It is an initiative aimed at bringing smiles on the faces of thousands of impoverished mothers.
OLX.in has been leading the online classifieds space for with its clutter-breaking integrated marketing communication and activations conducted over the last couple of years. The next step for OLX was to further make way into the hearts of its patrons by urging them towards a humanitarian endeavour. The Mother’s Day campaign has been conceived in order to position OLX.in as a socially responsible brand. With this campaign, OLX.in expects to encourage its users to donate goods enabling underprivileged kids of India to celebrate Mother’s Day with their wonderful Moms.
Through the ‘Every Mother Counts’ campaign, OLX urges its patrons to experience the joy of giving by donating personal belongings and items they don’t require to mothers from the financially needy sections of society. The campaign reaches out to kids and arouses their desire to celebrate this Mother's Day with their mothers.
The campaign has been integrated well using marketing communication tools like radio, Live Media, print ads, social media and public relations to create awareness of the social campaign. OLX.in has also partnered with CCD and Big Bazaar to set in motion the gift collection process.
To begin with, a separate URL http://www.everymothercounts.in/ has been created to activate the campaign in a full-fledged manner. People can either register themselves on the page to donate products or express interest to donate by sending a simple text on the number which is specific for the city:
For Bangalore : BIG
For Mumbai : RED
For Delhi : OLX to 54242
For Kolkata : OLXMOM to 5499974
To make it more handy, people on the go can even insert donation leaflets in drop-boxes which are placed across CCD and Big Bazaar outlets across Delhi, Mumbai, Bengaluru and Kolkata. OLX representatives would be collecting these gifts from the patrons’ preferred locations/homes in order to make this process simple. Once the gifts are collected, the final culmination of the activity, i.e., the distribution of the gifts to the special mothers will be conducted throughout the Mother’s Day week starting May 6 to May 12, 2013. People who have donated products can also join hands with OLX’s team to further the social activity.
Amarjit Batra, CEO, OLX.in, said, “Being a leader in the online classsifieds space, OLX.in acts as an influencer and provokes every individual to share a human aspect. We want every kid to believe that his/her mom is a Super Mom and let mothers experience the joy of being a Mom by gifting them products which they would cherish forever. We further plan to come up with some more unique initiatives to strengthen the mother-child relationship in the lower strata of society.”