Proctor and Gamble’s new advertisement is dedicated to mothers all over the world. The ad mainly focuses on thanking mothers for taking such good care of the world. This “Thank You Mom” campaign is a part of a larger global campaign which is being carried out all over the world. P & G have also sponsored the mothers of famous Olympians to the London Olympics 2012, a caring gesture which was immediately noticed by many.
Mothers have proven to be the ones who strike the most sentimental chord in all of us. After all, our mom is the most important woman in our lives from the day we are born. In India, we have a tradition of believing that a mother should be placed above all else, and we seem to follow it rather well. Therefore, it is rather unjust to be grateful to our mothers, only on their birthdays or on Mother’s Day.
This is more or less the idea that P&G has adopted- a “Thank You, Mom” campaign was launched with a contest where the consumers could give their mothers a “gift of thanks” by buying P&G products and gained a chance to win two-carat diamonds for their mothers.
The program then organized a gratitude ceremony where eminent Indian actresses like Soha Ali Khan and Neha Dhupia expressed their gratitude towards their mothers and the pivotal role they played in their lives.
During the London Olympics this year, P&G sponsored boxer Mary Kom’s mother’s travel and accommodation to the Olympics where she could see her daughter perform.
A clever stratagem to establish an emotional connection with the consumer, P&G is indeed touching on possibly the most sensitive and strongest of relationships. It works quite well too because everyone wants to show their gratitude to their mothers. With a copy that brings a lump to one’s throat, the new P&G advert does work really well.
I spotted the advertisements on television during the Prime Time (6 p.m. to 8 p.m.) in both English and Hindi which goes on to prove that they wish to reach out to all types of audiences, not just the educated upper-middle class.
But why would an advertising company require establishing a brand name? After all, it works behind the camera to bring other brands to the spotlight. Advertising student, Trishna Datta explains, “It’s not exactly like all ad agencies work behind the screens. They [Proctor and Gamble] are trying to show their presence. Normally agencies just advertise the brands; they don’t really focus on themselves. P & G is publicising that all these products and brands have been advertised by them. It is more about brand recollection.”
Proctor and Gamble’s clever advertisement includes brands like Duracell, Pantene, Dove, Olay, Ariel and Pampers which promotes their clients as well. Deeming themselves as “The Proud Sponsors Of Mothers”, this is one ad that will capture your attention and stay at the back of your mind whether or not you remember the source at the end of it all; which is basically the main purpose of advertising.
Hamsini Hariharan
Image Source [http://www.mccgp.co.uk/marketing-news/wp-content/uploads/2012/03/thank-you-mom-538x218.jpg]
