Fortune Edible Oils and Foods has rolled out a film to showcase its initiative Fortune ‘Mother Exchange’, taking its 'Ghar ka khana, ghar ka khana hota hai' (There's no food like home food) platform further. The film has been conceptualised by Ogilvy & Mather.
Mother Exchange is a platform designed for mothers whose kids have moved cities to study. It allows a mother to register online, identify a mother from the city where her child is now based, and whose child is studying in her city. It facilitates the exchange of home-cooked mom's recipes between them, enabling each to cook a 'Ghar ka khana' (home food) for the other's child.
The film features two mothers, one each from Chennai and Jodhpur. The lady from Chennai notes how she misses her son Santosh, now a student at IIT Jodhpur. The other mother's son, Vivek, is pursuing his B. Tech in Chennai. She too explains how she misses him. Their sons reveal how they miss home, their moms, and their food; while the mothers miss making their sons their favourite dishes. The film explains that the two mothers were put in touch with each other. A super reveals as they engage in conversation over phone that 'they didn't just exchange their sons' favourite recipes, but also taught each other to cook them the way their sons like it'. The lady from Jodhpur embarks on a hunt for murungaikkai (drumstick) to make the South Indian sambhar, while Santosh's mother in Chennai gets an introduction to cooking with besan (gram flour). Eventually, they get the dishes done to satisfaction. Its then time for them to pay each other's sons a visit. Their sons taste the food, acknowledging that it's like food from their home, before they are introduced to the person who made them. The platform that made it possible is then introduced to the audience, with a call to visit motherexchange.in 'to find a mother for your child in another city'.
Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, said, “I found it very difficult all through my life to live without home food. I have studied away from home, played cricket away from home and traveled far away from home. I wish somebody had come up with this idea in my growing years.”
Anghsu Mallick, chief operative officer, AdaniWilmar, said, “Through this campaign we are attempting to create a home away from home for those who miss home-cooked food. By choosing the digital medium as a touch point, we are looking to reach out to youngsters who are the main influencers in this project. And Fortune being the leader believes in setting trends rather than following it.”
Sukesh Nayak, executive creative director, Ogilvy & Mather Advertising Mumbai, added, “I think this is not just another digital or activation campaign but a beautiful solution to a common problem for all mothers. I am sure this platform will grow and will benefit millions of students studying in colleges across the country and make equal number of mothers very very happy."
Client: Adani Wilmar
Chief operative officer: Angshu Mallick
Adani Wilmar marketing team: Sanjay Adesara, Kaushal Desai
Creative agency: Ogilvy & Mather
Executive creative director: Sukesh Nayak
Senior vice president and head of advertising: Tithi Ghosh
Vice president, Neo@Ogilvy: K Sudha
Ogilvy creative team: Bhavna Kher, Manasi Kadne, Noothan PR, Ankit Pathak
OgilvyOne team: Anil Kumar, Deepak Deans, Shyamal RK, Abhishek Jain, Megha Ahuja
Account management: Deepanker Mukherji, Sandra Patrao
Production house: Still Waters Films
Director (film): Jerald Packiasamy