Mother’s Day is around the corner. We celebrate this occasion to thank our mothers for their unending love and selfless contributions to make us who we are today. It’s a joyous occasion everyone around the world. After all, love and gratitude are universal sentiments.

Therefore, it is not uncommon to find brands going the extra mile on this occasion to please consumers and say that they care. Proctor & Gamble have successfully captured mother-child relationships with their ‘Proud Sponsor of Moms’ advertisements. Recently we also saw a greeting card maker Cardstore’s ‘World’s Toughest Job’ prank rake in millions of hits on YouTube. These campaigns are testimony that the ‘mom’ messaging has immense potential to strike a chord.

It was only a matter of time before an Indian brand experimented with this space, and to our pleasant surprise it turns out to be Dalda Edible Oils with their Dial D Mother’s Day campaign.

The brand has created a remote experience where it gives consumers the chance to record a personalized message and thank their mothers for their lifelong dedication and commitment. A toll free number has been set up for the same. The consumer merely needs to call, follow the in-phone instructions and record their message. After the phone call, the consumer is gratified with surprise gifts such as recharge top-ups of INR 20.

The campaign will begin on 8th May 2014 and all recorded messages will be played to the respective mothers on Mother's Day, 11th May 2014. The company is executing the initiative in the Uttar Pradesh market.

Speaking on the concept of this campaign, Mr. Sagar Boke, Head of Marketing, Bunge India says,''A mother is an epitome of love and warmth which are qualities synonymous with Dalda Edible Oils as well. This is a one of kind initiative that hasn't been done before and keeping this in mind it would be the right platform for our consumers to express their love and gratitude towards their mothers. I feel that consumer interaction plays a key role in the success of a brand and Mother's Day is by far one of the best occasions to reach out and build an emotional connect with them." 

Dial D is Dalda’s initiative to create a crowd-sourced recipe platform through phone calls. Anyone who likes to create and experiment with recipes can listen and listen and record recipes for free through a toll free number. It works great for the brand because all recipes shared on Dial D are prepared using Dalda Edible Oils.