The Brief

In India there still exists a strong gender bias. When a boy is born into a family, the room is showered with gifts, sweets and visitors. When it’s a daughter, there aren't as many gifts and even fewer visitors. Very often the mother is blamed for giving birth to a daughter, like it's some sort of a mistake.

Describe how the promotion developed from concept to implementation

We made surprise visits to maternity wards across Mumbai and dropped off baskets full of goodies for moms and their new-born daughters. We hugged the mom and congratulated her for being blessed with a daughter. The idea was to seed dissonance in the minds of the visiting family and friends. What could begin as surprise is bound to make them introspect. But we didn't want the celebration to stop at hospitals. Our microsite and FB page was updated daily with pictures and messages from our visits. The word spread, and soon we had fans from all over the world.

Describe the success of the promotion with both client and consumer including some quantifiable results

Only 10 weeks and 500 baskets later - We'd been approached by 3 corporations and several individuals asking how they can contribute. - Over 250,000 people had already been reached through our FB page. - The initiative had been covered in several newspapers and blogs. - A popular RJ volunteered to deliver baskets with us and on her next show, she shared her experience with listeners. But most of all, in our small way, we made the first moments of a few moms and their baby girls just a little more special.

Explain why the method of promotion was most relevant to the product or service

At a time when relatives, extended family and friends are busy rejecting a newborn baby girl, we turn up and cue a celebration. Our aim was to make the visiting family, husband and in-laws introspect. It also reaffirms what the mother already knows – that her daughter is a blessing. No matter what anybody says.