Results and Effectiveness

2.3 million Mothers’ took a pledge to this cause by giving missed call via a Clinic Plus IVRS number. Bespoke research showed that, 57% of the audience trusted Clinic Plus’ initiative. 83% of the audience recalled the the campaign of supporting the girl child at an unaided level 96% of the audience recalled and respected the idea of notebook distribution. Clinic plus touched the market share of 20.3 after 10 years during this mother’s day campaign.

Creative Execution

Psycho acoustics suggests that the highest amount of emotional response to advertising is generated through music. We got the India’s #1 song writer, Gulzar, an Oscar and Grammy award winner, to compose a song around this campaign. The song got airtime across 72 radio stations and 103 TV channels right through the Mother’s Day month. 36 radio stations came together to create India’s first Radio Feature Film themed around the campaign. To voice the movie, we roped in well-known Cinema and TV celebrities. We created an award show celebrating Indian mothers who supported their daughter’s education under trying circumstances on the largest terrestrial network Doordarshan. 60% of India earns 60 cents a day, making poverty the biggest hindrance to education. As a first step towards education, we partnered with India’s top four daily newspapers who supported us editorially and to distribute specially designed 1.5 million writing notebooks, on Mother’s Day.

Insights, Strategy and the Idea

Out of the 612 million women in India, 1 in every 3 are uneducated. Many parts still believe that learning how to cook and mop is a more important life skill for a girl than learning to read and write. The only person most likely to strive to change this, is ironically a VICTIM herself – the Mother. Clinic Plus Shampoo for 25 years has stood for the beautiful bond between a mother and daughter. Today, consumers gravitate to snazzy beauty/celebrity communication. Clinic Plus needed to reconnect with the Indian mother and her daughter. On Mother’s Day, we embarked on a celebration of the Mother-Daughter bond, urging India to give every girl child an additional year of education! To bring alive this campaign in media and really make a difference, we knew we had to encompass not only the mother but also the head of the household - the father.