Ahead of Mother’s Day, Samsung takes on a social experiment with the campaign #MomsLoveNonStop that explores the unique relationship between a mother and daughter.
The campaign beautifully portrays the million miles a mother travels to keep her child comfortable, a mother’s wait for dinner to have that quick chat with her daughter, making her child feel special all the time by either cooking or buying something for her or even by always being there for them. The campaign is live on Samsung’s social channels – Facebook, YouTube and Twitter handle.
Conceptualised by Cheil WW India, the campaign highlights the unconditional love of mothers in everyday life. It brings real-life mother-daughter duos and explores the nuances of their relationship. The campaign intends to connect with consumers emotionally and aims to make people think if they are doing enough for their mothers.
Ranjivjit Singh, Chief Marketing Officer, Samsung India, said, “With this new film, Samsung celebrates the special bond that exists between a mother and daughter. The unconditional love of mothers often goes unacknowledged, so we thought this Mother’s Day would be a great opportunity to remind people and show their mother’s how much they are loved.”
The social experiment takes forward the story of the recent Samsung Direct Cool Refrigerator campaign showcasing a mother’s non-stop love and underpins the product’s USP of running non-stop even during power cuts.
“This campaign is based on a universal insight that we tend to take our mothers for granted. We've brought this insight alive through a series of questions to mothers and daughters. And with Mother's Day around the corner, it's a great time to make this point,” said Aneesh Jaisinghani, Executive Creative Director, Cheil WW India.
Client: Samsung India Electronics Pvt. Ltd.
Creative Agency: Cheil WW India
Creative Team: Aneesh Jaisinghani, Priyank Narain
Account Management: Ritesh Aggarwal, Rajnandini Ghosh, Radhika Suri
Director (of the TVC): Rahul Ved Prakash
Producer and Associate Producer: Shivi Arora and Amar Parekh
Production House: DISCo (A division of Bohemian Films)