Amazon urges India to help moms pursue forgotten passions

View the campaign conceptualised by Ogilvy & Mather Bengaluru

Sep 06, 2016 05:46:00 AM | Video | Campaign India Team

Amazon India has launched three films for digital media conceptualised by Ogilvy & Mather, focused on mothers, and the fact that they give up the things that they enjoyed while caring for their kids.
Each of the films features a mother and her forgotten hobby. For one, it is photography (above), while it’s roller skating for another. Through their kids, they are sent the message #MomBeAGirlAgain, and a gift that enables them to pursue their forgotten passion.

The campaign also has on ground and radio legs.
Kiran Ramamurthy, SVP, Ogilvy & Mather Bengaluru, said, “As part of Amazon's ongoing efforts to connect with women, this campaign is a celebration of moms. Of how some hobbies, passions and activities have been forgotten or suppressed in the course of their uncomplaining, single-minded devotion to and focus on their children. And the joy of rediscovering those passions when a loved one reminds them of it, in the process making the mom the girl she once was.”
Azazul Haque, ECD, Ogilvy & Mather Bengaluru, added, “The task of the campaign is to connect with women at an emotional level. Every year brand Amazon does a campaign to celebrate various aspects of the woman. A woman who is a professional, a boss, a home maker, a wife, a daughter, a sister, a mother. The idea #MomBeAGirlAgain is to thank all the mothers for giving up their hobbies and passions and sometimes even their career to take care of their children. And to urge her to start again. Her passions, her hobbies, her career. Brand Amazon becomes an enabler, the gift from their husbands or sons or daughters through Amazon that urges her to be the girl she was once.”
Brand: Amazon India
Integrated marketing communications team: Gayatri Makhijani, Satheesh Raman, Vednarayan Srihari Sirdeshpande, Sneha Poddar
Creative agency: Ogilvy & Mather Bengaluru
Creative team: Azazul Haque, Mahesh Gharat, Sangeetha Sampath
Planning: Sreenesh Bhat, Shreyaa Ranjan
Account Management: Kiran Ramamurthy, Megha Jadhav, Deepa Kalwani, Abhijna E Rao
Producer: Raja Tangudu
Production house: Bloom
Director: Harshavardhan Kulkarni
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