The sparkling new campaign launched by Amazon India has caused quite a storm on the Internet. Since their launch just a few days ago, the series of three films have already amassed over 17.8+ million views across social media platforms. The campaign #MomBeAGirlAgain has appealed to audience across various sections. Experts say that a combination of a strong concept and an emotional rendition of it have resulted in the instant success of the campaign.
Speaking about the campaign, Azazul Haq, Executive Creative Director, Ogilvy & Mather, said, “We wanted the campaign to look real and the storytelling to be original. We did not want to do stereotypical advertising storytelling. We wanted a director who understands real-life nuances and is a great storyteller. Having done a campaign with Harshavardhan Kulkarni, we knew he would bring that freshness in storytelling and at the same time make the stories look magical.”
Harshavardhan Kulkarni is the director of Hunterrr, the sleeper hit of 2015. The film deals with the tricky subject of sexuality in a middle-class milieu and boasts of an ensemble cast, which included both renowned actors as well as absolute freshers. Alumni of the prestigious Film & Television Institute of India, he also wrote the script and dialogues of Hasee Toh Phasee, the much-acclaimed commercial blockbuster produced by Dharma productions.
It took almost a month to work out the nitty-gritty of the entire campaign and zero in on the suitable actors and locations. Regarding the entire process, this is what Harshavardhan had to say, “The scripts for #MomBeAGirlAgain were real, poignant and sensitive. Casting known professional actors seemed like it would rob the films of its realism and rootedness. Hence the effort was to cast people who were real, who looked true to play the part and most importantly were non-actors. It was a mammoth effort to look for such people but a truly fascinating journey with the entire endeavor of making the films extremely relatable to the audience. Throughout the process, Sangeetha Sampath (Creative from Ogilvy & Mather) was a constant bouncing board which helped all of us to realize the true potential of the campaign.”
As this is written, the third and the final film of the campaign has already crossed 1.8 million views. With all the three films getting a ‘double thumbs up’ from the online world, the #MomBeAGirlAgain campaign seems to be well on its way to becoming one of the hottest advertising campaigns of the Season for Amazon India. As praise flows in from all quarters, Harshavardhan Kulkarni is currently writing for his next assignment of a feature film even as talks of Hunterrr 2 are already doing the rounds.