Every Mother’s Day, social feeds are replete with brands putting out sentimental communication, humorous even and more commonly, look to woo audiences with tactical offers that would make the day special for mothers.
This year Metropolis, India’s leading chain of pathology labs and diagnostics has got into the act, albeit with a twist, with the campaign #OneThingAboutMom, devised and executed by 21n78e Creative Labs.
According to Piyush Kumar, Chief Marketing Officer, Metropolis Healthcare, “Metropolis as a brand stands for inner health. We believe that every human being deserves to know truths, and our aim is to present these truths in the most human way possible. We wanted to celebrate the occasion of Mother’s Day by not being clinical, but by acknowledging their human-ness, because they are much more than mothers. And along with that give a gentle nudge to all, to be a bit more conscious about their health.”
“The all-too familiar trope of ‘Your mother has done so much, make her feel special’ is a tokenism we wanted to steer clear from”, says Navin Kansal, Chief Creative Officer, 21n78e. “With #OneThingAboutMom, we want to ignite conversations between our mothers and us in a way that is more spontaneous and get them to open up to a side of themselves that they would perhaps never have, including their health.”
Adds Sudhir Nair, Managing Director, Omnicom Media Group, “The insight for this campaign stemmed from the fact that for mothers, their health is often the last thing on their minds because they typically tend to put family before self. They endure ailments silently, and aches, niggles or any sort of discomfort – whether physically manifested or not, are perceived as natural consequence of ageing. We wanted to use this opportunity to get thinking more proactively about our mothers’ health.”
Besides the brand film, the campaign has been rolled out across social media channels, and further amplified on radio, cinema and other platforms.