afaqs!

Go, live your dream, Amazon tells moms in its new ad campaign

By Suraj Ramnath , afaqs!, Mumbai | In Digital | August 31, 2016
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The three digital videos have been conceptualised by Ogilvy & Mather Bengaluru.

Amazon India, an online shopping platform, recently released its three new digital videos for its #MomBeAGirlAgain campaign. The videos have been conceptualised by Ogilvy & Mather Bengaluru, and directed by Harshavardhan Kulkarni (director of the Bollywood movie Hunterr). The films have been produced by Bloom, a Mumbai-based production house.

The three digital films focus on mothers who sacrificed their passions to raise children. It could have been a career in playing badminton, photography, or skating, something that she wanted to pursue, but sacrificed in order to bring up her children.

Amazon's #MomBeAGirlAgain digital campaign

In one of the films, a son gifts his mother a DSLR camera, fuelling her passion for photography, a passion she abandoned in order to bring him up and take care of the family.

Amazon's #MomBeAGirlAgain digital campaign

In another film, a daughter gifts her mother roller skates as she (the mom) loved to skate, but gave it up for the same reason. In the last video, a husband gifts a badminton racket to his wife and tells her to start playing again and flash that endearing smile since she sacrificed her love for playing the sport in order to take care of their child.

Amazon's #MomBeAGirlAgain digital campaign

Talking about the target audience, Azazul Haque, executive creative director, Ogilvy Bengaluru, says, "The film targets anyone and everyone -- sons, daughters, husbands, who tell you to fulfill your duties, but at the same time, not give up on something you were good at -- your career, or your hobbies. The campaign talks to youth in the age bracket of 20-30 years."

Azazul Haque

We asked Amazon India the reason behind making the videos to which the company, in an e-mail response, said, "Designed to drive preference amongst Amazon.in's women customers by bringing out Amazon.in as a brand that truly understands women, #MomBeAGirlAgain also helps Amazon drive brand awareness and recall among India's fastest growing internet segment -- women. It is part of our ongoing endeavour to connect and empathise with women, with the first campaign in the series being #WhenAWomanShops."

We also asked Amazon if the videos were based on real-life stories, to which the company's response was: The stories are inspired by real-life experiences of a daughter, a son, and a husband. Amidst the creation of the campaign rose real-life stories from everyone present, where they related to some or the other aspect of the script. People reminisced about what their mothers gave up for them and what their wives gave up once the kids came along. While the stories we are telling may not be about any one single person or an incident, they are real stories nevertheless.

When asked about the challenges faced while making the films, the company said: Identifying the right campaign route for Amazon.in to communicate specifically with its women customers was both time-consuming and challenging; it was critical to leverage an insight that was both startling and relevant to a critical mass of audience. In the execution, the challenges included 'real' casting, and 'location' sourcing, and ensuring our videos were true to its concept, inspired from real-life."

We asked our digital expert about the execution of the video. We also wanted to know if it isn't actually true that Indian mothers end up sacrificing their careers and hobbies in the process of raising their children.

Madhura Haldipur

Madhura Haldipur, creative lead, copy, DigitasLBI, a digital agency from the house of Publicis.Sapient, says, "It's a sensitive issue as a mother rarely talks about the sacrifices she makes outside the four walls of her home. And, in India, it doesn't matter what the expectation is, it eases the collective social conscience to believe that the mother "loves" doing it, or does so "happily".

She adds, "The fact that the brand has shown children who are aware of what their mothers may have given up to raise them is playing it smart."

Talking about the execution, she says, "While I like the fact that the subject hasn't been turned into a sob-fest that will result in an instant call to moms from thousands of NRIs, it probably needed a little more impact to have them, at least, send moms an apologetic SMS."

Talking about how the ad shaped up, Haldipur says, "The acting could have been better. I also think they could've gone with a better hashtag - it's not as evocative as the thought behind the campaign."

We asked Haldipur what, according to her, was the TG the brand was trying to capture. "It is definitely looking at young adults who have the winning combination of that nagging parent-induced guilt and the purchasing power. So yes, this is its attempt at getting the TG to buy the means to their mothers' long-forgotten dreams," she says.

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