The Brief

Mother’s Pride, the most loved preschool in India, has love as its core value. In end 2010, the brand changed its tagline to ‘Love Blossoms Here’. The brand has always been very popular among young parents who form the target audience. However, not everyone knew about the many activities children take part in at Mother's Pride, which no other preschool has. We decided to create a brochure that explains this in detail. It had to be endearing and colourful, keeping with the brand image of the school.

Creative Execution

The idea fitted beautifully with the tagline ‘Love Blossoms Here’. The size of the brochure was also unusual so that it stood out, and aroused curiosity. The brochure was not only loved by the client, but soon became a collector’s item among prospects and parents.

Describe the creative solution to the brief/objective.

For the brochure, we created illustrations of flowers in bloom, which on closer inspection turns out to be children dancing, playing, taking part in festivals, etc. Each illustration was painstakingly created so that they were attractive and colourful, and appealed to the target audience.

Results

The concerted activity, of which the brochure was a part of, led to a whopping 38% increase in new admissions. It also won us Gold at Goafest 2011, India’s most reputed advertising festival. And subsequently, Gold at Cannes Lions 2011.