Mother’s Day in India: Bringing up the boys, child testimonials and a ‘flash song’

Star Plus –  #MadebyMom

Are mothers raising theirs sons to be fine, upstanding citizens? This is the question posed by this Facebook ad for Indian television network Star Plus.

A mother’s example shapes their attitudes and actions for the rest of their life, reads the campaign brief. As such, the 40-second clip shows a boy growing from infancy to adulthood following his mum’s approach to life, from public transport manners to cooking tips.

The video’s aim is to show how boys subconsciously pick up traits from their mothers and in doing so turn out to become sensitive, and responsible, men.

Pepperfry – Super Moms

Furniture store Pepperfry paid tribute to mothers across India with this sentimental montage of their employee’s children – conveniently positioned around the brand’s own products – describing what they love most about their mums.

Released on social media, the Super Moms video shows the children discussing their love for their mums’ cooking and games – and ends with them expressing their love.

Sunfeast – Mom’s Magic

Biscuit brand Sunfeast and OgilvyOne Bangalore recruited popular Indian music trio Shankar-Ehsaan-Loy to give a group of mothers a surprise on May 14.

The band featured in three online videos asking people on social media to send in their ideas for a Mother’s Day to remember. The majority of responders said they wanted to surprise their mothers.

Sunfeast and OgilvyOne turned the insight into a ‘Flash Song’ –  a rendition of the most heartwarming song composed for mothers, ‘Maa’ from the Bollywood movie Taare Zameen Par, performed by children for their mothers at a cinema. The band Shankar-Ehsaan-Loy also joined the performance mid-way through the children’s setpiece.


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