Amazon India: (Tufani) #MomBeAGirlAgain

Ritwika Gupta, August 8, 2017

In a touching video, Amazon reaches out to mothers and encourages them to re-live their dreams. The campaign #MomBeAGirlAgain connects emotionally simultaneously promoting Amazon, as a brand.

Amazon India’s #MomBeAGirlAgain (Tufani) campaign pushes women to rediscover their long lost desires that they had probably tucked away as and when other responsibilities took over. Amazon, here, acts as a bridge that connects us to an era where we get to see the dreams and talents of women like our mothers, when they were young. When the daughter in the ad discovers a side to her mother that she never knew, she is almost in disbelief. This raises an important question – how many times do we, as children, make an effort to know about the hobbies and dreams that our mothers have or had?

The message is endearingly conveyed and the film is highly relatable in today’s time. Giving mothers a chance to re-live their dreams in just one click is a slightly farfetched but an effective concept. The #MomBeAGirlAgain campaign was launched by Amazon India last year in August. There were around three commercials that revolved around the same theme but hardly showed any interaction between the mother and her children. This time round, the ad has a better emotional connect, in terms of narration and Amazon India does not misplace the message in an attempt to make it emotional.

Client/Brand: Amazon India
Agency: What’s Your Problem Brand Solutions Pvt. Ltd.
Production Company: Purple Vishnu Films
Director: Sainath Choudhury