|Title||FANCY DRESS PRINT|
|Brand||MARVEL GROUP OF COMPANIES / MOTHER'S PRIDE|
|Product / Service||EDUCATION|
|Category||A02. Premiums & Giveaways|
|Entrant||OUT OF THE BOX New Delhi, INDIA|
|Entrant Company:||OUT OF THE BOX New Delhi, INDIA|
|DM/Advertising Agency:||OUT OF THE BOX New Delhi, INDIA|
|Viral Pandya||Out of the Box||Chief Creative Officer|
|Sabu Paul||Out of the Box||Creative Director|
|Guneet Pandya||Out of the Box||Creative Director|
|Sabu Paul||Out of the Box||Writer|
|Viral Pandya||Out of the Box||Writer|
|Guneet Pandya||Out of the Box||Writer|
|Komal Tandon||Out of the Box||Art Director|
|Ajay yadav||Out of the Box||Typographer|
|Komal Tandon||Out of the Box||Typographer|
Mother’s Pride, the most loved preschool in India with more than 20,000 children, has love as its core value. In end 2010, the brand changed its tagline to ‘Love Blossoms Here’, and launched a campaign that depicted the many activities the little children of Mother’s Pride get to take part in. As a further extension of the campaign, the client wanted us to target the young mothers with a communication that was endearing and inventive.
Mother's Pride being a preschool has a close association with young mothers, something even the brand name denotes. The scarves were able to strike a chord with young mothers, and made them feel proud of their motherhood. Further, the attractive limited-edition scarves were specially created for the occasion of Mother's Day.
We decided to do something special on Mother’s Day. We created around 10,000 scarves that represented one of the activities, and gifted it to the mothers of tiny tots. The message on the box urged them to celebrate motherhood, reminding them that a mother is the true embodiment of love.
Thousands of young mothers draped in colourful scarves, which they proudly wore, created goodwill and tremendous word-of-mouth publicity for the brand. The results were overwhelming, and the activity contributed in getting 38% more admissions this year.