Campaign India Team
May 10, 2016

UrbanClap pits itself as ‘next best’ for Mother’s Day

Watch the film conceptualised by The Mob here

UrbanClap a marketplace for professionals, launched a film for Mother’s Day conceptualised by The Mob.
The film features a young woman living alone and her visiting mother. The older lady is keen to help with things around the house from the moment she enters, and is surprised that her daughter has everything ‘sorted’. She is even a tad disappointed, because there’s nothing for her to help with. When her daughter coughs, the mother recommends that she has (the mother’s) ginger tea. The daughter responds that the special concoction is her mother’s alone, saying, “It’s your thing.” The older lady happily steps in to make the tea. Supers tell the rest: ‘We can never be as incredible as your mom. But we’re happy to be the next best thing. Happy Mother’s Day! Urban Clap.’
Chraneeta Mann, co-founder, The Mob, said, “Taking care of everything in the house and being the go-to for all crises that manifest them is really the ‘mom-thing’. She’s the one with all the solutions and was really quite an apt parallel to look at when it came to UrbanClap which itself is a solution to home problems that is just a swipe of the app away.”
Nitin Suri, co-founder, The Mob, added, “We decided to play on the quirky insight that even the super-efficient mom can be a bit taken aback at the ease with which all these problems can managed by the app. The whole idea was to be believable and real and not just Mother’s Day mushy.”
Brand: UrbanClap
Creative agency: The Mob
Production house: Equinox Films
Campaign India

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