Mothers are a walking miracle. They know exactly what we are thinking. Children rarely have to articulate their wishes. A mother knows it even before you do. It’s no surprise then when kids feel an overwhelming need to go the extra mile for their super-moms, leading them to do the sweetest yet silliest of gestures. With this thought in mind, Wondrlab, India’s largest platform-first martech startup, crafted an interesting, effortless and relatable campaign for Chaayos, India’s one-stop shop for chai cravings. The campaign simply says, “Relax kids, your mothers know you love them!”
Wondrlab’s campaign for Chaayos, in a very adorable manner, tells the kids that it’s okay to take it easy on Mother’s day and share a cup of hot chai with their loving moms, celebrating an intimate and special Mother’s Day. The brand film shows kids doing their best to appease their mothers by baking cakes but forgetting to clean up afterward or ordering a gift online but asking the mother to pay on delivery, amongst others. We see a group of mothers having a light-hearted discussion on moments like these which are funny but so endearing. The cleverly crafted commercial goes to show that our mothers know us best, so kick back, relax and let her relax as well.
Talking about the campaign, Sameet Ali Soni, Content Lead at Wondrlab, said, “It’s Mother’s Day again. Every year on Mother’s Day, we see the same saccharine, soppy ads. Overall, the communication is predictable. So is the behaviour of people. All of us try hard by changing our profile pic, or writing a sweet status message. Funnily, even mothers know it’s an overkill. So we decided to have a lighter take on it. Because Chaayos as a brand is all about relaxing, with our proposition of Chai+ Snacks = Relax. So our take was to tell kids to relax on Mother’s Day and not try so hard. But rather spend time with her over a relaxing cup of chai.”
By taking a light yet thoughtful view at the children who stress out and go out of their way on Mother’s Day to do something ‘extraordinary’, Chaayos asks them to relax. The campaign focuses on kids to sit back and enjoy the simple, precious moments and indulge in a hot cup of chai with their mothers.