The Campaign

In India, Mothers are the ones who stop their children from driving. Their ‘NO’ is often misunderstood by their children, thus making them angry. So, instead of putting out a mushy message like other brands, we decided to create a video around the angst teenagers feel as well as a mother’s tough love.

Creative Execution

The campaign was launched 3 days prior to Mothers' Day through Online videos across social media platforms. The film was promoted extensively on social media and other digital platforms through advertorials, sponsored articles, web banners, etc. through targeted audience buying to reach parents and teenagers. The campaign was extended further with a social media activity that called on people to take a pledge to be a responsible parent/child and not encourage underage driving.

#ToughLove trended on Twitter for over 6 hours. The film garnered over 8.3 million views on Facebook. Over 3.6 million views on YouTube and generated over 196.9 million impressions on Twitter.

Teenagers don’t like it when they are told not to drive. This angst holds true for teenagers across the world. Undoubtedly, it is challenging as well as a crucial time for parents especially the mother who is perpetually more concerned about the wellbeing of the child. The strong message addresses both teenagers and mothers that it is tough for mothers to say no to children and that teenagers need to know the toughness they face originates from pure love. As the objective was to start the conversation around the topic, nothing suited better than digital as a medium which opened gates for a dialogue to happen. While the message and the medium were strong enough, Mother’s Day acted as a catalyst. Mushy tributes to mothers have been the norm for brands since ages, but #toughlove reached the minds and hearts of audiences’ due to a strong insight.