Content comes to the rescue of brands this Mother's Day

Every year, brands create videos and social media engagement campaigns to connect with consumers on Mother’s Day. This year, it was even more special and important, given the tough times the world is facing. These are very sensitive times, and going overboard in their communication can be risky for brands. Most brands are at a crossroad—they don’t know whether or not they should go for communication activities. And even if they are going for it, they are cautious about how much it has to be done.

So when Mother’s Day arrived, content marketing and branded content came to the rescue of brands as the safest bet to engage with consumers without any risk. One noticed a splurge of Mother’s Day campaigns this year. Some were purely UGC-driven. Many were shot at home, and produced by brands with the help of agencies and production houses. At times, celebrities and influencers were seen reciting poems on social media, followed by contests and social media engagements activities. 

BuzzInContent.com compiled a list of content-led campaigns that caught its attention:

Nykaa’s seven-minute film Khoj

A must-watch film, Khoj is Nykaa’s tribute to the extraordinary strength of women who could also be mothers, and more importantly, a heartfelt tribute and resounding thanks to the heroes fighting for our safety in the time of Covid-19. The film was created during the lockdown and has been shot remotely on a phone camera, creating a raw, real and immersive viewing experience.

The film:

Wakefit.Co.’s ‘Maa Teri Lori’

This Mother’s Day video is part of its ongoing ‘Open Letter’ campaign. The video is a letter by a working city dweller to the mother who lives elsewhere. It expresses the nostalgia, longing and appreciation of a time when the mother was close to her child. It encourages people to share their thoughts by writing open letters to Wakefit.co’s Postbox, which will thereafter be published on the company’s social platforms. The campaign is the brainchild of the brand’s creative partner Spring Marketing Capital.

The video:

Netflix India’s Mother’s Day campaign

The brand launched a video featuring actors from its series and movies. The actors Shriya Pilgaonkar, Suchitra Pillai, Akansha Ranjan Kapoor, Gurfateh Pirzada, Aahana Kumra and Rudhraksh Jaiswal depict their relationships with their kids or moms in the video. The voiceover describes a love letter to all the moms who’ve loved and guided us along the way. The video sends out the message, ‘All stories have a beginning, and the best ones always started with you’.

The video:

Colgate India shared ‘Sindhutai Sapkal’s’ story in a video

The brand brought alive Sindhutai Sapkal’s inspiring story under its equity campaign of ‘Smile karo aur shuru ho jao’. Sindhutai, fondly known as ‘Maai’ or the ‘mother of orphans’, shared her story from being a homeless mother to becoming a mother to thousands of orphans, and how the children she raised with love and affection are now educated and have become responsible members of our society today. The video conceptualised by WPP’s Red Fuse is released in several vernacular Indian languages.

The video:

Titan’s ‘Tune of Ma’

Titan is known for creating beautiful Mother’s Day campaigns for long now. This year, Titan has launched ‘Tune for Ma’, a refreshing new take on the iconic Titan tune. In this film, Titan shares an evocative message on the healing power of mothers and music. The brand has also asked its audience to capture their special wishes and moments with their Mothers with #TimeWithMa on their social handles. With the video, the brand has not just created another Mother’s Day campaign but amalgamated brand messaging well in the video. The campaign is co-conceptualised and executed by its creative agency on board Ogilvy India.

The video:

Johnson’s ‘You’re doing okay, Mom’ video

The baby care brand Johnson’s unveiled a video, highlighting the joys and journeys of motherhood amid uncertain times. ‘You’re doing okay, Mom’ is a message of reassurance to mothers across the country on Mother’s Day, as she does her best for her baby and her family. The video, showcasing the gentle moments between mothers and their babies, was launched on the Best For Baby channel on YouTube as well as on the brand’s Facebook and Instagram handles.

The video: