Bangalore: Sometimes, mothers forget about themselves, the girls they used to be, because life got in the way. 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 kids 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. Conceptualized 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 3 digital films and also includes on ground as well as radio activation.
Commenting on the launch of the campaign, Amazon India spokesperson: 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 & 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, Senior Vice President, Ogilvy & Mather Bangalore: As part of Amazon’s ongoing efforts to connect with women, this campaign is a celebration of moms. Of how some hobbies, passions and activities have been forgotten or suppressed in the course of their uncomplaining, single minded devotion to and focus on their children. And the joy of rediscovering those passions when a loved one reminds them of it, in the process making the mom the girl she once was.
Azazul Haque, Executive Creative Director, Ogilvy & Mather Bangalore: The task of the campaign is to connect with women at an emotional level. Every year brand Amazon does a campaign to celebrate various aspects of the woman. A woman who is a professional, a boss, a home maker, a wife, a daughter, a sister, a mother. The idea #MomBeAGirlAgain is to thank all the mothers for giving up their hobbies and passions and sometimes even their career to take care of their children. And to urge her to start again. Her passions, her hobbies, her career. Brand Amazon becomes an enabler, the gift from their husbands or sons or daughters through Amazon that urges her to be the girl she was once.
Brand: Amazon India
Client: Integrated Marketing Communications Team – Gayatri Makhijani, Satheesh Raman, Vednarayan Srihari Sirdeshpande, Sneha Poddar
Creative Agency: Ogilvy & Mather, Bangalore
Creative Team: Azazul Haque, Mahesh Gharat, Sangeetha Sampath
Planning: Sreenesh Bhat, Shreyaa Ranjan
Account Management: Kiran Ramamurthy, Megha Jadhav, Deepa Kalwani, Abhijna E Rao
Producer: Raja Tangudu
Production House: Bloom
Director: Harshavardhan Kulkarni