‘Thank you Mom’ campaign in India by Global FMCG giant P&G has been much talked about since its launch on April 1, 2012.
The campaign recognizes and celebrates the moms behind the athletes by thanking moms for all they do, and is a part of P&G's worldwide partnership with the International Olympic Committee (IOC). It is the biggest campaign in P&G's 174-year history and will run from now through the end of the Olympic Games.
This ground breaking campaign was launched simultaneously around the world with the digital release of "Best Job," a short film that celebrates the role moms play in raising Olympians and in raising great kids.
P&G recruited award-winning director Alejandro Gonzalez Inarritu to create the film, which is the foundation of the entire campaign. It was shot on four continents and features local actors and athletes from each location--London, Rio de Janeiro, Los Angeles and Beijing. The ad campaign will run online, in social media, TV and print.
Olympic Games-themed P&G branded products are being featured in millions of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company's leadership brands including Pampers(R), Tide(R), Gillette(R) and Pantene(R). In Canada, P&G is donating $50,000 to KidSport(TM) Canada, a national non-profit organization that provides support to kids in order to remove the financial barriers that prevents them from playing organized sport. Furthermore, every time the video is shared on Facebook, P&G will donate $1 to KidSport(TM) Canada, allowing Canadians to raise an additional $50,000 for the organization.
To make it easy for people to join in the P&G Thank You Mom campaign, P&G has also launched the "Thank You Mom app" that allows people to thank their own moms by uploading personalized content in the form of a video, still image with caption or text-based message. Users are able to encourage friends and family to do the same, spreading the word to thank and celebrate moms.
The current contest for that market involves the chance to win tickets for the games via every P&G product purchased. In China and the US, P&G has sponsored Olympics athletes. Then there are the 'Momumentaries' that document the lives of the mothers of 35 athletes all over the world, who share what they've been through as they raised their children to become potential champs. The tearjerker of this season is a two-minute film called 'The Best Job'.
At the time of going to print, it had a massive 323,229 views on YouTube and was cropping up on several Facebook walls and timelines. Again, there's a clear focus on marketing targets amid all the heart-warming moments and mother-child bonding. $500 million in incremental sales according to Jon Moeller, P&G's chief financial officer, in an analysts call earlier this year.
To further strengthen and to give the campaign an edge, the brand got a unique gathering of Indian achievers and their very own ‘Mombassadors’ in the form of famous mother-daughter duos from different walks of life, who participated by fulfilling their mother’s wishes and urged consumers to do the same. They included World Women’s Boxing Champion Mary Kom with her mother, theatre actresses Ira and Lilette Dubey, Bollywood actress Neha Dhupia with her mother, and legendary actress Sharmila Tagore with Soha Ali Khan.
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R). With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide.
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