Summary
- Campaign: #MaaNahiBhoolti (Mother never forgets)
- Product: Domino’s Pizza
- Target Audience: Families in India celebrating Mother’s Day
- Goal: Create an emotional connection with mothers and position Domino’s Pizza as a brand that understands the bond between mothers and their children
- Key Element: Heartwarming story of a mother remembering her child’s favorite pizza order years later
A Mother’s Unforgettable Memory
Domino’s Pizza India launched the “#MaaNahiBhoolti” campaign to celebrate Mother’s Day in 2018. The campaign aimed to tug at the heartstrings of viewers by highlighting the enduring bond between mothers and their children.
The central theme of the campaign revolved around a heartwarming mother’s story. A mother, who after her son had left her in an old age home, remembered his favourite snack. The ad depicted the mother earning some money doing odd jobs at the old age home and then ordering his son’s favourite Domino’s pizza for him. Recognizing the order, the son came back to see her mother and the family reunited in sharing the meal.
The campaign’s tagline, “#MaaNahiBhoolti” (Mothers Never Forget), resonated with the deep emotional connection between mothers and their children. The ad effectively conveyed the message that even after years of separation, a mother’s love and memory for her child remain strong.
By associating Domino’s Pizza with such a powerful sentiment, the campaign aimed to create a positive and memorable brand association. The campaign’s success can be attributed to its ability to tap into the emotional depth of the mother-child relationship and create a relatable and heartwarming narrative.
