Live your dreams again, Amazon India tells moms in its latest campaign
Ogilvy & Mather Bangalore has created these emotionally bent digital films that touch hearts and urge mothers, #MomBeAGirlAgain
Akansha Mihir Mota | Delhi | September 1, 2016
Click on the Image to watch the TVC.
It is hard to put into words the role of the mother in a family. Mothers sacrifice so much for us and for our better future and it is our responsibility to make them feel special. One can never compensate for whatever she has done for us, but definitely one can make her feel special and find ways to bring joy to her life.
Mothers give up the little things they loved to do, the little things that brought them joy because they are too busy making sure their children achieve their dreams. It's time the mother goes back to being a girl again and does those things that used to bring her joy.
It is this consumer insight that gave birth to the idea #MomBeAGirlAgain, a thought that is driven home through Amazon India's latest digital campaign.
Conceptualised by Ogilvy & Mather Bangalore and directed by Harshavardhan Kulkarni, the films beautifully capture the sentiment of a mother's sacrifice and encourage the viewers to help their mothers relive their childhood dreams. This campaign is led by three digital films and also includes on ground as well as radio activation.
Amazon India spokesperson said, “Mothers are the corner stones that hold up a family. However, they are so focused on being a 'mother' they sometimes forget the hobbies they used to have as young girls. Our new campaign, #MomBeAGirlAgain is about helping mothers rediscover the young girl they once were and follow their passions and hobbies once again. With this campaign we want to nudge the other family members into reminding their mothers about getting back to the hobbies that used to bring them joy.”
Kiran Ramamurthy
Talking about the insight, Kiran Ramamurthy, Senior Vice-President, Ogilvy & Mather Bangalore, said, “When a woman becomes a mother, there is some trade-off they have made. They have given up on something, be it a hobby, a passion or an activity they really enjoyed. The mother does not see it as a trade-off. They are not guilty about quitting something. However, these films are from the perspective of their near and dear ones, who have seen these women enjoying their hobbies or pursuing a passion and stopped doing so once they became mothers. These people, be a son, a daughter, a husband or a brother/ sister are the people who want the mothers to start doing what they enjoyed once.”
Commenting on why they made three different films, Ramamurthy said, “We made three films because all the three films bring out women in different life stages. We were hearing stories of mothers of all kinds and we thought that one film will not do justice to the gamut of emotions we witnessed.”
Also, explaining the reason to make a film on moms at this point of the year, Ramamurthy said, “Amazon has an ongoing programme of connecting with women. The previous effort was one about breaking myths associated with how a man perceives a woman to shop and how she actually shops.”
The ads focus on women and encourage them to pick up from where they left off before they turned into mothers. In one, a single mother's daughter tells her that she knows her mother had to give up many things because she was busy being 'mom and dad', juggling home and business and teaching maths and skating; while other kids had their fathers to do all of this. Another shows a middle-aged woman whose son has left home. She appears bored and dispirited. Then she receives a package from her son and it's a camera and a letter from her son to pursue her passion of photography again. The third film was the story about a woman who left playing badminton for her daughter and her husband writes a letter to her to pursue her passion again.
The creative fraternity speaks
Vandana Das
Vandana Das, President, DDB Mudra North, said, “The films are very warm, endearing and touch a chord somewhere, especially the camera one. It is also in line with what's trending today and about women being themselves and pursuing their dreams. While there is an Amazon delivery packet which is central to the story, I feel the connection of Amazon with the storyline of #MomBeAGirlAgain could have been delved upon better. Overall, the films are highly watchable and bring a tear and a smile on one's face.”
Anoushka Adya
Anoushka Adya, Founder and Partner, Di-Mentions Studios, commented on the badminton film, “It has a nostalgic feel to it and perhaps every mother will be able to relate to it. As a woman, growing up somewhere between multi-tasking (professional and personal), we lose touch with our aspirations and other things that once made us happy. Some fundamental questions such as why wait for 10 years to write a letter? Why did she retire after reaching the finals? Husband's role in keeping her happy? All these questions seem to have been overlooked. Barring these trivial nuances, the films pan out really well.”
On the skates' film, Adya said, “It's a very well done and soulful ad film. You get immersed in it right from the first frame and the concept of #MomBeAGirlAgain is reflected to the core in this one. I think it'll connect widely with every audience. This one is surely a winner.”
Ravi Walia
Ravi Walia, Strategic Planning Director, Rediffusion Y&R, said, “The campaign is smartly creating new reasons to go back and shop online. The insight behind #MomBeAGirlAgain is universal. Moms sacrifice a lot for their kids and the brand helps me return small joys to a very important person in my life.”
Siddhi Desai
Siddhi Desai, Associate Creative Director, DigitasLBi, said, “The positioning and insight #MomBeAGirlAgain is simple and beautiful. As a daughter of a single mother who used to be an athlete, I understand the struggle and could connect with the films at a personal level. The best thing I like about these films is the product placement. For a brand like Amazon to talk to moms and not only encourage them to follow their passion but also tell them how easy it is, is a refreshing space for an e-commerce brand. As for the films, I wish they were made better. They don't do justice to the proposition. Keeping the production quality aside, the storytelling is a little weak as it is predictable and comes across as a forced attempt to be endearing. I wish they stick to this positioning and do more with it.”
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