Campaign India Team
May 10, 2016

Pillsbury celebrates confidantes on Mother’s Day, for doing what mothers do

Watch the campaign conceptualised by Leo Burnett here

Pillsbury has launched a campaign for Mother’s Day, that expands the remit of celebration beyond mothers. The film has been conceptualised by Leo Burnett.
The film features a series of youngsters talking about someone special that they open up to, and be themselves with. They say they can talk about their friends and boyfriends, and how their confidante is never judgmental about them. A lady narrates that when she asked this special person how she knew of something without her revealing it, she said, “Because I am your mom too.”  A super reads, ‘The women that you open up to, are like your mother too.’ The people on film reveal who they were talking about earlier. The special someone covers everyone from a best friend’s mom to aunt to grandmother and more.
Salil Murthy, marketing director, General Mills India, said, “Pillsbury has been helping mothers around the world delight their families with snacks and meals they love. This Mother’s Day, we wanted to pay tribute to moms and the special bond they have with their children. As we talked to our consumers, we realised that we need to think of this relationship in a much more expansive way. You know you really have a special bond with someone when you can tell them anything.  People do that with their moms and they also do that with a few special others who they look up to, just like their mom, their elder sister or their aunt or the neighbour next door, who always has time to listen. So this Mother’s Day, we wanted to celebrate the special bond that people have with their moms and all the people they hold just as close to them, who are just like their moms.”
RajDeepak Das, chief creative officer, Leo Burnett, added, “As a brand Pillsbury believes in creating a strong bond between mothers and children. This Mother’s Day, our idea was to look deeper and sweeten this bond further. We recognised that there are some special people in our life who we open up to, share moments of joys and sadness. They never give up on us, instead they help us grow and become the people we are. They are like our moms and they come to our life as aunts, sisters, grandmothers, etc. With #AlsoMyMom, we are encouraging consumers to embrace all mothers in our life and wish them Happy Mother’s Day.”
Campaign India

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