Leo Burnett India and Pillsbury take a fresh look at Mother’s Day celebrations with #alsomymum
Created by Leo Burnett India, the campaign is in line with the brand purpose of creating Happy Moms
We share a special relationship with our mothers. There are, however, other relationships that we cherish and which play an important role in building our character and making us who we are. These are women who are very close to us. They know everything about our life and we don’t mind opening up to them.
In its latest campaign, Pillsbury uses this real-life insight to celebrate all the people who are just like our moms, with whom we can be ourselves.
The campaign, conceptualised and executed by Leo Burnett, brings alive the true essence of making moms happy, a journey which the brand started in 1862.
Pillsbury has always believed in celebrating women through food we love.
Commenting on the Marketing strategy, Salil Murthy, Marketing Director, General Mills India, said, “Pillsbury has been helping mothers around the world delight their families with snacks and meals they love. This Mother’s Day, we wanted to pay tribute to moms and the special bond they have with their children. As we talked to our consumers, we realised that we need to think of this relationship in a much more expansive way. You know you really have a special bond with someone when you can tell them anything. People do that with their moms and they also do that with a few special others who they look up to, just like their mom, their elder sister or their aunt or the neighbour next door, who always has time to listen. So this Mother’s Day, we wanted to celebrate the special bond that people have with their moms and all the people they hold just as close to them, who are just like their moms.”
RajDeepak Das, Chief Creative Officer, Leo Burnett, added “As a brand Pillsbury believes in creating a strong bond between mothers and children. This Mother’s Day, our idea was to look deeper and sweeten this bond further. We recognised that there are some special people in our life who we open up to, share moments of joys and sadness. They never give up on us, instead they help us grow and become the people we are. They are like our moms and they come to our life as aunts, sisters, grandmothers, etc. With #AlsoMyMom, we are encouraging consumers to embrace all mothers in our life and wish them Happy Mother’s Day.”