ITC's Aashirvaad runs social media powered OOH campaign to celebrate Mother's Day

With a motive to break free from the monotonous and plain digital campaigns (videos, posts, etc.) on the eve of Mother's Day, ITC's Aashirvaad brand took a non-conventional route to wish all its consumers a very Happy Mother's Day!

The common insight behind the campaign is that each and every person has immense love and respect for his/her mother, but this sentiment is unspoken and latent deep in the heart, which is only reflected through actions. Aashirvaad decided to give a platform to this very sentiment and hence appealed to its consumers to express their love to their moms through a photograph and message.

The message with photograph (from the users) would be broadcasted on a huge digital display in Mumbai (Pedar Road, Mumbai 07). The photographs of broadcasted hoardings were captured and shared with the consumers on "Aashirvaad” Facebook page gallery. Consumers could find their pictures in the gallery and tag themselves with their mother!

The campaign was executed by Crossroads, a unit of IKON.

Aashirvaad brand always talks about the promises that are made and kept by mothers to their kids. This Mother's Day it was a role reversal while all the consumers promised their mothers and expressed their love towards them.