afaqs!

DDB Mudra Group surprises its employees' mothers

By Satrajit Sen , afaqs!, New Delhi | In Digital | May 13, 2014
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On Mother's Day, the DDB Mudra Group decided to surprise the mothers of all employees, with a campaign spread across online, SMS and OOH platforms.

Who doesn't love surprises? For a mother who stays away from her child, a surprise on behalf of her absent child is especially touching. On Mother's Day, the DDB Mudra Group decided to surprise the mothers of all employees across offices, with an online, SMS and OOH campaign.

OOH activation

OOH activation

Social Media collage

Social Media collage

For the online campaign, employees were asked to send in pictures of themselves with their mothers. More than 90 pictures were put together to make a collage, which was put up as the cover/display image of DDB Mudra Group's Facebook, Twitter and LinkedIn pages. Further, every two hours, a collage of 5-7 pictures, with personalised messages from the employees to their moms, were posted on all three platforms.

Employees were also asked to send a text message in less than 100 characters, which was delivered by the DDB Mudra Group, via SMS, to the mothers' mobile numbers.

The outdoor campaign was directed towards mothers who don't live in the same city as their children. OOH hoardings/billboards were picked in the city in which the employee's mother resides, and a special message by the DDB Mudra Group, thanking her for bringing up a star, was put up for the entire city to see.

The OOH medium was used in Kanpur, Jharkhand, Guwahati, Gangtok, Kozhikode, Coimbatore, Baroda, Mho (MP) and Nuvem (Goa). Promoters picked up moms from the cities, and brought them to the location of the hoarding. They had no clue about what awaited them! Their reactions were captured and put up on DDB Mudra Group's social media pages.

On the idea behind this campaign, Sonal Dabral, chairman and CCO, DDB Mudra Group, says, "At DDB Mudra Group it's always our people before profits. We owe our success entirely to our people. We also believe that much of what they are today is because of their mothers so we decided this is one day we must use all our creativity to thank the great ladies for it."

"It wasn't done to help DDB Mudra Group per se, it was only done to give thanks to everybody's moms. Further, we realised that a lot of our employees live far away from their homes/moms and having the best outdoor agency in the country, we wanted to make the most of this special day, by putting up hoardings in the location of the mom's residence. All our social media assets are not just utilised to showcase our work and spread the good word, but we also see it as a very effective employee-engagement platform, and we will continue to do so," says Rita Verma, organisation development, DDB Mudra Group.

On its 34th birthday, DDB Mudra launched a social media campaign through which little known facts about the group were made public. On March 25, 2014, the company put up 34 awesome and little known facts about the group on its Facebook, LinkedIn and Twitter pages.

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