The campaign ‘Mothers for Mothers’ conceptualised by FCB Ulka captures the invisible connect between the urban and rural mother, which is the story behind the success of Amul
BestMediaInfo Bureau | Mumbai | March 14, 2017
FCB Ulka recently created a heart-warming campaign for Amul, celebrating mothers and their love. The campaign ‘Mothers for Mothers’ network, which is live on digital media, subtly brings out the similarity in the lives of rural and urban mothers and how they are connected through the Amul network.
It is the world’s first ‘Mothers for Mothers’ network, a network of love and caring, where the rural mother nourishes the family of the urban mother by providing her with the goodness of fresh Amul milk. She wakes up at the break of dawn, every single day, milks her cows, travels to deliver the milk. The urban mother serves Amul milk to her child delivered at her doorstep and shows gratitude towards the rural mother. RS Sodhi, Managing Director, GCMMF, said, “In Gujarat, there is a movement the world has never seen. Over 36 lakh women farmers wake up before dawn just to supply fresh milk to their village cooperative society, a quantum of approximately 200 lakh litres every day. The goodness of this Amul milk is enjoyed by over 200 lakh families across India. If we take a closer look, it is a network of rural mothers offering milk to urban mothers across India. And yet, the two are oblivious of each other. Two mothers living in two different worlds. The whole idea was to leverage this network and create a platform to bond the procurer mother and the provider mother. This is the Amul Mothers for Mothers network unlike anything else in the world.”
Nitin Karkare, Chief Executive Officer, FCB Ulka, said, “Amul championed the cause of women empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother, which is the story behind the success of Amul.”
Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said, “Being a mother, I know mothers are the same everywhere. The same issues, the same concerns, no matter what the geography or socio-economic background may be. So, there are these mothers who are milk farmers and there these city mothers who are dependent on them for milk to nourish their families. We just brought them face to face and that is the idea. Mothers trust mothers, so when the milk is procured by mothers in the villages, mothers in the city can be rest assured that the finest quality will be delivered to them. This love is what the concept is -- Mothers for Mothers. Sometimes the simplest way is really the only way.”
The film opens with the waking up of two mothers (urban and rural), as they gently caress their still sleeping child. It moves forward as they both are shown sipping their morning cup, and savouring it at their favourite spots in the house. Both mothers then mark the onset of the day with their respective tasks. The rural mother makes her way to the cow shed, milks the cow, takes the milk to the testing centre, packed and then proudly rides her bicycle to deliver it to the city. The doorbell rings and the pack of milk is happily received by the urban mother. The little girl drinks her fresh glass of milk at the breakfast table. The film ends with the urban mother waving goodbye to the rural mother, with a deep sense of thankfulness and trust.
The lyrical and musical credits for the campaign goes to Keegan Pinto, Creative Head, FCB Ulka (West) and National Creative Director, Branded Content.
Creative Agency: FCB Ulka
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Keegan Pinto
Executive Creative Director: Haresh Moorjani
Lyrics: Keegan Pinto and Pankaj Sinha
Account Management: Kulvinder Ahluwalia (President, Mumbai), Sharon Picardo, Shweta Tiwari, Nikhil Vijan, Ameya Dalal
Films team: Alpa Jobalia, Stanley Christian, Mazhar Khan
Director (of the TVC): Surya Balakrishnan
Executive Producer: Debarati Paul
Production House: Little Lamb Films
Post production Studio: Pixion, Splice