You’ve probably got a million reasons to be thankful to your mom, but if you wrote her a card this Mother’s day, you’ve got another one.
Literacy is the single biggest indicator of success in life, and whether your parents can read and write is the biggest predictor of if you will be able to read and write as well.
www.projectliteracy.com/thankyoumom

Credits
Advertising Agency: FCB Inferno
Brand: Project Literacy
Copy Writer: Martin McAllister
Art Director: Julia Ferrier
Senior Account Director: Helena Georghiou
Senior Account Manager: Charlie Griffith
Strategy Director: Julie Lagan
Media/Social: Chloe Belloin and Laura Visick

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Carrying forward the success of the ‘Maa Kehti’ Hai campaign of past, the new video with an emotional storyline will be released on Facebook followed by an audience engagement exercise across social media channels, where users will be invited to share their mother’s story and tell us about their greatest hero; ‘Your story begins with your mother’s story and that story is the greatest of them all!’ This #Mothers Day! #MaaKehtiHai”. The campaign highlights the inherent goodness that resides in every mother and connects with the brand proposition “Achchai Ki Ek Alag Chamak Hoti Hai”.

This film is based on the insight that mothers are taken for granted and their advice & instructions are not always appreciated by the kids. This video shows how difficult it is to manage a day without your mother.

Commenting on the campaign, Mr. Rajeev Jain, Associate VP, Marketing, DS Group said, ‘’ The core essence of Rajnigandha Pearls, is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication. Rajnigandha Silver Pearls is celebrating Mother’s Day by releasing a video titled ‘Acha hai Maa Kehti hai’ because mothers have abundant inner goodness that makes them stand out and shine. The video emphasizes not only on a mother’s importance and existence in our lives but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai.”

Rajnigandha Silver Pearls has been running this campaign successfully for two years now. Last year too, the campaign received a great response. The video generated total 90 mn+ impressions on various platforms like Youtube, Facebook and Twitter.