Celebrate the contribution of the mother leveraging Mother’s Day as an aperture through a
thought-provoking statement - Made by Mom
A special mother’s day communication in the form of a music video celebrated the impact that of a
mother on her child’s life. The film turned the spotlight on the learnings that the mother embodies in
her son and the way they reflect in his upbringing, especially in context to how he treats other women
in his life.
The intent was to take this message into the Indian mainstream and thus demanded an innovation true
to it’s intent. The result was a first of a kind Facebook cover video by a brand in India. The effort
was amplified on YouTube with a masthead that reminded the audience that it’s mother’s day and
showcased the film.
Custom videos were shot exclusively for YouTube purposefully designed as skip ads focusing on
characteristics that the child exhibits when he grows up. The effort drew in a tremendous response
from the audience expressing their love on social media through #MadebyMom.
The inflection point for the campaign was architectured with lead characters from Star Plus shared
heartfelt memories from their personal lives providing an ensemble of instances that the audience
could relate & react to.
The timeline was flooded with responses in the form of selfies by the audience sharing aspects of
their character that were #MadeByMom
