Amul has launched a digital, TVC and print campaign to celebrate mothers.
The film opens with the waking up of two mothers (urban and rural), as they gently caress their still sleeping child. It moves forward as they both are shown making their respective morning beverages, using Amul Milk and savouring it at their favourite spots in the house. Both mothers then mark the onset of the day with their respective tasks. The rural mother is up and about as she makes her way to the cow shed where she milks the cow, takes the milk to the testing center - where it is tested, packed and then proudly advances on her bicycle to deliver it to every mother in the city. The pack of milk is happily received by the urban mother, after the doorbell, while the little girl (daughter) in the house willingly sips on her fresh glass of milk, at the breakfast table. The film ends with the urban mother waving goodbye to the rural mother, with a deep sense of thankfulness and trust.
An ‘ode to Indian mothers’ and the untold relationship they share, is what forms the crux of this film.
R S Sodhi, managing director, GCMMF, said, “In Gujarat, there is a movement, which the world has never seen. Over 36 lakh women farmers wake up before dawn just to supply the fresh milk to their village co-operative society, a quantum of about 200 lakh litres everyday. The milk is enjoyed by over 200 lakh families across India.” He adds, “If we take a closer look, it is a network of rural mothers offering milk to urban mothers across India. And yet, the two are oblivious of each other. Two mothers living in two different worlds. The whole idea was to leverage this network and create a platform to bond the procurer mother and the provider mother. This is the Amul Mothers for Mothers network unlike anything else in the world.”
Nitin Karkare, Chief Executive Officer, FCB Ulka, said, “Amul championed the cause of women empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother that is the story behind the success of Amul.”
Swati Bhattacharya, Chief Creative Officer, FCB Ulka, adds, “Mothers trust mothers, so when the milk is procured by mothers in the villages, mothers in the city can be rest assured that only the finest quality will be delivered to them. This love is what the concept is - Mothers For Mothers. Sometimes the simplest way is really the only way.”
Client: GCMMF, Amul
Creative Agency: FCB Ulka
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Keegan Pinto
Executive Creative Director : Haresh Moorjani
Lyrics : Keegan Pinto and Pankaj Sinha
Account Management: Kulvinder Ahluwalia (President – Mumbai), Sharon Picardo, Shweta Tiwari, Nikhil Vijan, Ameya Dalal