OgilvyOne presents flash song dedicated to moms

09 May,2017

By A Correspondent

 

In celebration of the upcoming occasion of Mother’s Day, Sunfeast Mom’s Magic took on the challenge of delighting moms everywhere. The brand staged their biggest ever surprise for moms by getting participants to collaborate with the musical trio of Shankar-Ehsaan-Loy to create #MomsDayMagic in an unexpected manner.

 

The month-long digital campaign started with Sunfeast Mom’s Magic reaching out to over four million people across India with a very simple request – send in your best ideas for Mother’s Day. It got Shankar-Ehsaan-Loy to pop this question through three digital films.

 

The digital campaign conceptualised by OgilvyOne Worldwide, Bangalore, involved executing India’s first Flash Song that featured a rendition of the most heart-warming song composed for mothers, ‘Maa’ from the popular movie TaareZameen Par. The participants rehearsed together the evening before the event with singing coaches.

 

The next morning the participants brought their mothers to the theatre on the pretext of watching a movie; some showed up with their families. The mothers were unaware of the children’s plans.

 

Said Vanaja Pillai, Executive Vice President, OgilvyOne Worldwide Bangalore: “The idea truly allowed us to leverage the power of digital by getting together a bunch of people who don’t know each other to do something special for their moms. This performance had only one take with no room for errors at all. But the response we got from the people who were in the theatre was overwhelming. We hope this inspires others to do something special for their mothers for Mother’s Day.”

 

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