MOTHER’S Day offers all of an opportunity to reflect on the many children who have never experienced the beautiful feeling called Mother’s Love and it is probably the most precious gift any child can ask for. However, that’s exactly what 20 million children in India are deprived of.
This Mother’s Day, one of the leading FMCG brands Mother’s Recipe have come up with an initiative, urging all the people, especially mothers to share the #TasteofMothersLove in a unique manner. The campaign #TasteOfMothersLove is conceptualised and executed by Mother’s Recipe and Triton Communication with an aim to introduce people to the idea of sharing the most precious emotion – ‘Mother’s Love’ with these special kids.
With an objective to connect with a larger set of audience, the campaign is being extensively promoted on various social media platforms using a unique hashtag #TasteofMothersLove. For each comment, shares, tweets/retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the welfare of these kids in orphanages.
Additionally, this year the brand will also be donating a certain percentage of proceeds of online sales till May 31, fueling further financial support. The amount garnered by this campaign will be utilized to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.
Talking about the initiative, Sanjana Desai, chief strategy officer, Desai Brothers said, “Mother’s Recipe is a brand which has become synonymous with the magic of a mother’s touch through its vast range of food products. Having spread the magical and authentic taste of different recipes from mothers across India for close to two decades, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time to the children who need it the most. With this online campaign, we are anticipating a greater response and participation from people across all generations. For us, it will always be about the number of lives we touch rather than the number of likes we receive. We urge more and more people to come forward to extend their whole-hearted support towards this noble initiative.”