Digital / Direct Response
Client Hindustan Unilever Limited
Brand Dove
Entrant Ogilvy & Mather
Brief Objective:
Bring the youth closer to their moms on Mother’s Day.Target audience:
18-30 year old women, from metro cities, who are very active on digital.
Cultural Context It’s a pretty known phenomenon that people take loved ones for granted. This is especially true when it comes to moms. Moreover, the obsession with technology has made matters even worse. Millennials now have multiple distractions that keep them from spending some quality time with their moms.
Technology was distancing the youth from their moms. So we used it to help bridge the gap, with #MinuteForMom.

We targeted popular platforms people would be visiting on Mother’s Day, instead of spending it with their moms. TV, cinemas, flights and social media topped the list.

And while we bought ad space, we didn’t run any ads. Instead, we asked millennials to use the ad time to call moms.