P&G brings 'Thank you, Mom' campaign to India

MUMBAI: In 2010 when global FMCG leader Procter & Gamble (P&G) sponsored the US team for the Winter Olympics that year, little did the company know that it was the beginning of a long standing marketing strategy which will spread the world over. That year, P&G helped 250 women across America to make it to Vancouver to see their children compete at the Winter Olympics and adopt the tagline ?proud sponsor of moms?.

By end 2010, the FMCG giant experienced incremental sales amounting to $100 million and a 39 per cent increase in brand recall. The initiative was met with an overwhelming response and the FMCG giant decided to convert the agreement into a 10-year association with the Olympic Games.

Taking forward this initiative, the company introduced the ?Thank you mom? campaign where there were videos of athletes being taken care of and encouraged by their mothers, all culminating in their ?thankful? gaze on winning in their respective sport. The campaign has been taken across the globe and was recently launched in India as well.

So how does the company expect to reap rewards from a campaign associated with the Olympics where public interest is low and awareness probably even lower? To start with, here too P&G will be sponsoring athletes like boxer Mary Kom and runner Kavita Raut and will give their mothers a chance to see them perform at London later this year.

In India though, the ?Thank You, Mom? campaign has taken a more literal form and the FMCG major is playing the wishing well of sorts. P&G has initiated the ?Fulfil Her Wish? drive in India and is inviting consumers to confide in it their mother?s wish. The company has pledged to fulfil the wish by Mother?s Day (13 May).

P&G has been using avenues ranging from mainstream advertising to social media, on-ground activations and exclusive toll free numbers to record people?s pledges and messages.

Recently, P&G organised an event at Bandra?s Amphitheatre at Carter Road in Mumbai as part of its India initiative. The company provided a platform for kids to thank their mothers on the eve of Mother?s Day with Bollywood actors Dia Mirza and Prachi Desai present with their respective mothers.

Mirza and Desai sparked off the event by penning their mothers? wish on the wish lanterns and set it afloat in the sky. They were joined by many other kids repeating the gesture and pledging to fulfil their mother?s wish by penning them on their own wish lanterns.

According to a global survey commissioned by P&G across 12 countries in the Asia Pacific region, 55 per cent of the respondents in India expressed appreciation to their mothers infrequently whereas 23 per cent of respondents in India could not even remember the last time they thanked their moms. The findings from the survey provided guidance to the "Thank You Mom" campaign and in creating a platform for children to thank the unsung heroes of their lives - their mothers.

An official statement from the FMCG major stated: "P&G recognises the silent sacrifices that each mom makes in raising her child and provides a rare opportunity to everyone to thank their moms; with a deed, an action a gesture that we seldom express through this unique platform."

Latest Reads
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories