Bangalore: In celebration of the upcoming occasion of Mother’s Day, Sunfeast Mom’s Magic took on the challenge of delighting moms everywhere, in a special and unique way. The brand staged their biggest ever surprise for moms by getting participants to collaborate with the musical trio of Shankar-Ehsaan-Loy to create #MomsDayMagic in an unexpected manner.
The month-long digital campaign started with Sunfeast Mom’s Magic reaching out to over 4 million people across India with a very simple request – send in your best ideas for Mother’s Day. They got Shankar-Ehsaan-Loy to pop this question through 3 digital films*.
The campaign received an overwhelming response with hundreds of participants from across the nation reaching out to us with their ideas and plans for Mother’s Day, with some even composing their own song. This made the task of choosing one idea even more daunting. But what was blatantly clear is that everyone wanted to surprise their mothers. We decided to push this a step further and not only throw moms a surprise, but do something truly unique.
The digital campaign conceptualized by OgilvyOne Worldwide, Bangalore, involved executing India’s first Flash Song that featured a rendition of the most heart warming song composed for mothers, ‘Maa’ from the popular movie TaareZameen Par. The participants rehearsed together the evening before the event with singing coaches.
The next morning the participants brought their mothers to the theatre on the pretext of watching a movie; some showed up with their families. The mothers were unaware of the children’s plans.
But when the children commenced their performance, the magic unfolded. What followed was an extremely emotional few minutes. Seeing their children publicly sing to them, with deep feelings and no inhibitions, was totally unexpected and one of the most valued and touching experiences of their lives. Much to the surprise of the participants Shankar-Ehsaan-Loy joined the performance mid-way.
In Shankar Mahadevan’s words: In our career spanning 21 years we have never done anything like this.
The final video, produced by Sunfeast Mom’s Magic, is a tribute to mothers everywhere.
Here’s the magical tribute that Sunfeast Mom’s Magic, Shankar-Ehsaan-Loy and the participants made for their mothers and for mothers everywhere:
VanajaPillai, Executive Vice President, OgilvyOne Worldwide, Bangalore: The idea truly allowed us to leverage the power of digital by getting together a bunch of people who don’t know each other to do something special for their moms. This performance had only one take with no room for errors at all. But the response we got from the people who were in the theatre was overwhelming. We hope this inspires others to do something special for their mothers for Mother’s Day.
*The month-long digital campaign films that called for participation went online in April and can be watched here –
CTA video 1 –
CTA video 2 –
CTA Video 3 –