Integrated Campaign ; Large Business
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.
Scale & Location The advert ran in the women supplement (Sakhi) of Lokmat (the largest news paper in Maharshtra).The women’s supplement was chosen to specifically target the housewives in Maharashtra as the Dal is available only in the state currently.
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.