Celebrating non-mothers, the Mother’s Day campaign by COLORS TV established a high organic engagement on the digital platforms. The campaign crossed an organic engagement of 90,000 mark till May 18 and gained popularity among the advertising industry and the influencers.
Crafted by Enormous Brands, the campaign showcases how Mother’s Day is traditionally a celebration of mothers. But unexpected situations like this pandemic has given rise to champions who are playing the roles of ‘Mothers’ and protecting us.
#EssentialMoms celebrates the spirit of essential workers who have mothered our country through this crisis and performed, in their own way, the role that mothers have made played since time immemorial.
The digital film also featured some prominent names from like Shweta Verma and Pallavi from India TV and Amar Ujala respectively, Dr. Sunita Goel, Intensivist, Dr. Syeda Ruksheda, Psychiatrist, Ms. Sandhya Nikam, Police officer, and many others.
Sapangeet Rajwant, Head- Marketing, and Digital, Hindi Mass Entertainment & Head of Brand Solutions, Viacom 18, said, “At COLORS, through storytelling, we always aim at being the voice of the unheard and as mothers are the silent heroes, we continue to showcase the same through our campaigns. Through this campaign, we wanted to appreciate every woman who is fighting and protecting this country like its own child. We salute the spirit of each one of them.”
Ajay Verma, Managing Partner, Enormous Brands, said, “We feel proud to be associated with COLORS TV. There were challenges in executing it during the lockdown, but Harshad and the team pulled it beautifully.
“We always believed that this was the right idea for COLORS TV, as it is a tribute to the young Indian women who were at ground zero and leading by example. And looking at an amazing organic response the campaign got on the digital platforms, we feel the message and the tribute reached to many non-mothers,” Verma said.
Harshad Sharma, Film Director – Brands & Stories, said, “It was a beautifully written script and the challenge was to keep it real. We got the right people across various essential professions who were extremely active on the front-line in an ideal scenario when they were performing their duties.”