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DS Group’s campaign #Maa Kehti Hai goes viral with the special, loving & quirky counsel of mothers in India

Initiated by its mouth freshener brand Rajnigandha Silver Pearls, the campaign recorded a resounding impact across all social media platforms

New Delhi, May 13, 2015: We all are familiar with the well meaning advice that our mothers shower on us each day, sometimes lovingly and occasionally strictly. No matter how extraordinary or even bizarre we may find them, we know that their guidance reflects their unconditional love and concern. To recapitulate these emotions and give everyone a chance to share their moms’ adorable, well-meaning and often quirky life counsels, DS Group launched the #MaaKehtiHai campaign on the occasion of Mother’s Day on May 10, 2015. It was initiated by the popular mouth freshener brand, Rajnigandha Silver Pearls, whose brand tagline ‘Achchai ki ek alag chamak hoti hai’ blends seamlessly with the qualities one associates with mothers.

Mothers are great advisors with an innate flair for nurturing. The unique campaign gave people a platform to share the loving and often hilarious pieces of advice from their moms.  It was an absolute hit on social media sites like Twitter and Facebook. Recording a whopping 62.7mn overall impressions on Twitter, the campaign clocked 19K+ #MaaKehtiHai mentions. It trended upwards on Facebook as well, with 630K+ video impressions, 347K+ FB Contest Impressions and 265+ FB Contest Entries. Also, #MaaKehtiHai registered 53K+ video views on Facebook and YouTube.

Mr. Rajeev Jain, Assoc. Vice President – Marketing said, “The Mother’s Day initiative was a big hit in India thanks to its endearing concept which holds universal appeal across generations. It also tied up beautifully with the Rajnigandha Silver Pearls brand communication, “Achchai ki ek alag chamak hoti hai” as mothers are the perfect embodiment of goodness and unadulterated love. We are delighted to have received such a tremendous response for the campaign as it shows how successfully we have managed to touch a chord with our target market.”

The one-of-its-kind campaign #MaaKehtiHai is captured in an interesting video It clusters together a bunch of youngsters speaking about what their mom’s frequent advice to them encapsulates. It expresses exactly how all of us feel when receiving little nuggets of wisdom from our mothers. The warmth exuded in the video demonstrates that even though people may be exasperated with what their mothers say, they appreciate the complete selfless care and altruism that only a mother possesses.

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