Amul and FCB Ulka celebrate Indian mothers and their love in 'Mothers for Mothers' campaign

Amul.jpgFCB Ulka recently created a heart-warming campaign for Amul, around the theme of 'Mothers For Mothers'. This campaign is about celebrating mothers and their love.
The campaign launched the theme of 'Mothers For Mothers Network' with a story that subtly brings out the similarity in the lives of rural and urban mothers and how they are connected through the Amul network.

It is the world's first 'Mothers for Mothers' Network, a network of love and caring, where the rural mother nourishes the family of the urban mother by providing her with the goodness of fresh Amul milk. She wakes up at the break of dawn, every single day, milks her cows, travels to deliver the milk to Amul. The urban mother starts her day with milk for her family and shows gratitude towards the rural mother for all the warmth and care.
Amul2.jpgThe film opens with the audience viewing the waking up of two mothers (urban and rural), as they gently caress their still sleeping child. It moves forward as they both are shown making their respective morning beverages, using Amul Milk and savouring it at their favourite spots in the house. Both mothers then mark the onset of the day with their respective tasks. The rural mother is up and about as she makes her way to the cow shed where she milks the cow, takes the milk to the testing center - where it is tested, packed and then proudly advances on her bicycle to deliver it to every mother in the city. The pack of milk is happily received by the urban mother, after the doorbell, while the little girl (daughter) in the house willingly sips on her fresh glass of milk, at the breakfast table. The film ends with the urban mother waving goodbye to the rural mother, with a deep sense of thankfulness and trust.
Amul3.jpgAn 'Ode to Indian Mothers' and the untold relationship they share, is what forms the crux of this film.
The lyrical and musical credits for the campaign attribute to Keegan Pinto, Creative Head - FCB Ulka (West) and National Creative Director - Branded Content.
R.S. Sodhi, Managing Director, GCMMF said, "In the lush, prosperous state of Gujarat, there is a movement, which the world has never seen. Over 36 lakh women farmers wake up before dawn just to supply the freshly milked milk to their village co-operative society, a quantum of approx. 200 lakh litres everyday. The goodness of this Amul Milk is enjoyed by over 200 lakh families across India. If we take a closer look, it is a network of rural mothers offering milk to urban mothers across India. And yet, the two are oblivious of each other. Two mothers living in two different worlds. The whole idea was to leverage this network and create a platform to bond the procurer mother and the provider mother. This is the Amul Mothers for Mothers network unlike anything else in the world."

Amul4.jpgNitin Karkare, Chief Executive Officer, FCB Ulka commented, "Amul championed the cause of women empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother that is the story behind the success of Amul."
Swati Bhattacharya, Chief Creative Officer, FCB Ulka added, "Being a mother I know that mothers are the same everywhere. The same issues, the same concerns, no matter what the geography or socio-economic background may be. So, there are these mothers who are milk farmers & there these city mothers who are dependent on them for milk to nourish their families. We just brought them face to face - and that is the idea. Mothers trust mothers, so when the milk is procured by mothers in the villages, mothers in the city can be rest assured that only the finest quality will be delivered to them. This love is what the concept is - Mothers For Mothers. Sometimes the simplest way is really the only way."
Credits -
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Keegan Pinto
Executive Creative Director: Haresh Moorjani
Lyrics: Keegan Pinto and Pankaj Sinha
Account Management: Kulvinder Ahluwalia (President - Mumbai), Sharon Picardo, Shweta Tiwari, Nikhil Vijan, Ameya Dalal
Films Team: Alpa Jobalia, Stanley Christian, Mazhar Khan
Director (of the TVC): Surya Balakrishnan
Exécutive Producer: Debarati Paul
Production House: Little Lamb Films
Post production Studio: Pixion, Splice

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