Creative Execution

As part of our campaign, 'Ghar ka khana, ghar ka khana hota hai’ (There’s no meal quite like a home-cooked meal), an online network of mothers was set up, wherein one mother could reach out to another in the city of her child’s residence and encourage her to cook for him/her. MEDIA CHOSEN: Video was the key medium chosen to leverage the power of story-telling to strike a chord with mothers in different cities and to encourage them to register onto the Fortune Mother’s Exchange site. YouTube pre-rolls, Facebook ads we created to direct mothers to the website.

Organic Views on the Video – 358K views Registered Mothers - 2000+ Happy Students - 2000+

INSIGHT-The moment kids move away from home, they realize the essence of home-cooked food made by their mothers - something they have probably been taking for granted until then. STRATEGY-Fortune decided to help serve fresh food cooked by mothers to kids who stay away from home, through a digital portal. We decided to do this on a digital platform so mothers across the country could easily connect with each other. BIG IDEA-The Fortune Mother Exchange is an initiative for mothers whose children study in cities away from home. Using this network, such mothers can serve their children fresh home-cooked meals. Mothers could log in and search for mothers with similar dietary preferences/styles of cooking in the city that their kids lived in and connect with them to reach out to their children and serve their favorite home-cooked dishes. TARGET AUDIENCE-Women and Students/Young Working Professionals: 18-45, SEC-A&B, Urban and Tier-1 cities