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Company Brief
New Delhi, May 9, 2017-
She is our first superhero, someone we always look up to and no matter how old we get, we need her. Through all the big and small joys, sorrow or pain she stands by us as a pillar of support.
Many of us have been lucky to have experienced a mothers never ending love; seldom realizing what it really means for the children who do not have one. Sadly, there are 20 million children in India living in orphanages, deprived of this blessing. For whom, mother’s love, the warmth of her hug, the touch of her hands are just expressions.
To touch the lives of such many little wonderful souls, one of the leading FMCG brand - Mother’s Recipe kick-started it’s unique and stimulating Mother’s Day campaign #TasteOfMothersLove. Initiated in 2015 and in its third edition now, Mother’s Recipe urges mothers from various cities to spread love and happiness with the children living in orphanages by spending a fun-filled day with them on the joyous occasion of Mother’s Day.
Watch this year’s campaign teaser video: https://www.facebook.com/imissmymothersrecipe/videos/1773653605995087/
The campaign has been conceptualized and executed by Mother’s Recipe and Triton Communication with the aim to introduce mothers to the idea of sharing the most precious emotion - ‘Mother’s Love’ with the special kids. At the ground level, the brand partners with several orphanages across India to organize well-planned events, creating an enriching experience and everlasting memories for both mothers and the children.
Engagement via different platforms
Mixed Pickle BThe initiative is amplified through various media platforms like Print, Radio, YouTube, Facebook, Twitter and Instagram, to engage with the relevant target audience. A microsite has been launched specifically to support this cause and provide campaign and registration details - http://mothersrecipe.com/mothersday/
Additionally, this year the brand has introduced a customized ‘#TasteOfMothersLove’ product which is available for a month at various retail outlets. Certain proceedings from the sales of this product will be donated towards the welfare of children in orphanages, fuelling further support. This amount will be utilized to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.
Talking about the initiative, Sanjana Desai, Head Business Development, Desai Brothers Ltd said, “Mother’s Recipe is a brand which has become synonymous with the magic of a mother’s touch through its vast range of food products. Having spread the magical and authentic taste of different recipes from mothers across India for over 15 years, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time to the children who need it the most.”
Sanjana further added, “The ambitious campaign started three years ago, which at present has spread mother’s love with 900 mothers to 950 children in 18 orphanages across five cities - Mumbai, Pune, Delhi, Bangalore and Kolkata. This year, we are anticipating a greater response from mothers in Mumbai and Delhi along with relentless support on all the other platforms. For us it will always be about the number of lives we touch rather than the number of likes we receive.”
For further information please contact:
Nitish Pande
Email: npande@perfectrelations.com
Tel: 91-11-46667666