A white. An African. An Asian. Ordinary women. Extraordinary mothers. Who woke up early in the morning so that their children could go out to practise. Who washed and cooked and cleaned as the children chased their dreams. Who bandaged wounded legs. Boosted hurt morales. And was always there. As the daughter or son does the podium finish, she is there in the stands shedding tears of unbridled happiness. The regular woman. The extraordinary emotions of the most beautiful relationship on earth-that of a mother and the child. Emotions that moved me to tears as I watched the video. Knowing that this was part of an advertisement campaign from a hard-nosed FMCG company who, as I watched the video, counted the efficacy of the campaign in hard numbers. Yet for those two minutes I was back in my childhood. With my mom who was always the invisible force in our lives. Who woke up before the sun did so that we never missed the school bus, who sweated in the kitchen so that we could show off our tiffin to our classmates, who gave up getting that fancy gold necklace so that we could go to that expensive summer camp. And when we finished on the podium or won those trophies, she was there in the audience clapping , crying laughing, and telling everyone who cared to listen – There. She is my daughter.
As these gamut of images run through my mind, I go back to the P&G campaign. Such a simple yet such a powerful premise. An initiative to bring moms to cheers for their children in the Olympics. Coming from India, where several sportspeople belong to the sections of the society who can ill-afford a ticket to London, I can see the immense impact the initiative has. With the ad saluting the world’s most difficult job, the brand has achieved the connect all brands aspire for- a strong emotional bond with its many customers. Shorn of the emotion, the products that P&G sell are but inseparable from the gamut of FMCG products flooding the market. What is tide but an inexpensive detergent powder to wash the unbecoming laundry? But in the hands of the mother, it becomes that one way to make sure that the jersey her son is wearing to his first major race is sparkling white – it becomes a talisman, a miracle-maker. Or the shampoo she uses to wash her hair – the one luxury she allows herself while going to watch the annual school events where her daughter comes on stage. The strong emotions associated with motherhood infuse P&G with a stature, a persona, an attachment which far transcends utility. I look at a few other campaigns which have played heavily on emotions. Dove’s-Every woman is beautiful campaign. Or the Surf Excel-Daag accha hai campaign which celebrates the freedom of childhood. Or the legendary Nike ads celebrating the hard work, the grime and the intensity of emotions behind success in sports. As I scourge through lists of campaigns we have been bombarded with, only a few stand out in terms of emotional connect. But those that do have managed to build enduring loyalty and relationships by first creating and then filling emotional vacuum through their powerful messaging. The ones that you automatically reach for while out on your monthly grocery shopping. Or while replacing your old pair of shoes.
Yes, it is difficult to create an emotional connect with a regular everyday product. Inspire strong feelings around a detergent powder or a bar of soap for example. Brands do it by shifting the focus away from the base product, creating instead a powerful set of characters, stories, imageries, memories and associations with the product wired in somewhere or even receding into the background. As the P&G ad does. Evoking a strong resonance in every mother. And every child who has grown up with the safety of the mother’s love. Whether or not P&G’s numbers get bolstered by the campaign will be probably a key indicator of the success of the campaign. However through an initiative, howsoever profit driven the objectives maybe, to bring the invisible mothers to the front, P&G has endeared itself to the world. By saying what we miss in the furore of the day – Thank you Mom