Mom's Magic and OgilvyOne renders a musical tribute to moms everywhere

Even the coldest of the hearts must have melted a little when Darsheel Safary, with his bugs-bunny teeth, sobbed his heart out to the background of one of Shankar-Ehsaan-Loy’s most memorable songs -- ‘Meri Maa’.

There are very few songs in the repertoire of Bollywood that lends itself so beautiful to the occasion of Mother’s Day like ‘Meri Maa’ does and Sunfeast Mom’s Magic leverages this very song to render a musical tribute to moms everywhere, albeit a little differently.

Through a month-long digital campaign, Mom’s Magic reached out to over four million people across India with a very simple request – send in your best ideas for Mother’s Day. Shankar-Ehsaan-Loy too ‘popped’ this question through three digital films.

The result was a ‘Flash Song’. While, ‘Flash Dances’ have become pretty ‘mainstream’ this campaign saw people from all walks of life coming together to sing a song to give their mothers a surprise.

Speaking about the campaign, Vanaja Pillai, Executive Vice-President, OgilvyOne Worldwide, Bangalore (the agency behind the campaign), said, “The campaign began almost a month before where basically we worked with Shankar-Ehsaan-Loy and put out three digital films to invite their fans and people who follow Mom’s Magic to come up with ideas on what they would like to do for this Mother’s Day. We got a lot of ideas from different people and we collaborated with them to do the first ever ‘Flash Song’.”

Through the campaign, Mom’s Magic also wanted people to think about what they would be doing for their mothers this Mother’s Day and that was the reason why the campaign was released online almost a week before Mother’s Day.

“To get people to do something with Shankar-Ehsaan-Loy would take a lot of time, so we wanted to plan in advance and we wanted to release it a week before we are ending with a message of ‘What are you going to create as a Mom’s Day magic?’ and that’s the reason we wanted to do it earlier,” said Pillai.

Instead of doing a run-of-the-mill campaign, Mom’s Magic went a step further with this campaign. Speaking about the decision to do something like this Pillai said, “I think it goes back to what we were trying to achieve overall. The name Mom’s Magic lends itself to doing something special for women. We obviously had to come up with something interesting to do for Mother’s Day as that clearly is the biggest day in the calendar for a brand called Mom’s Magic and so we had to do something impactful over there. We have done smaller things in the past so we had to kind of outdo ourselves in some way over here and it was about putting out one commercial. If you look at the video that has come out, it isn’t really a commercial. While everyone still love their mothers and the sentiment is still there, but as we grow up we are not able to express it well and often enough and the intent of this campaign was to facilitate exactly that.”

The Video:

Credits:

Client: Mom’s Magic

Agency: OgilvyOne Worldwide, Bangalore

Info@BestMediaInfo.com