Connecting with consumers through emotion


To celebrate mother’s day by building a personalized campaign for each consumer and their mother to strengthen their bond.


Today’s busy lifestyle greatly limits expressing feelings between children and their mothers.


Research indicates the youth of today is always on the go with their mobile phones being where most of their time is spent. In order to tap our audience where they are most present and give them an opportunity to surprise their mother through their unsaid feelings, we partnered with Flashcall. The consumers would give a missed call to Tang and record a message which would be delivered to their mother on Mother’s Day. The activity was promoted on various platforms. Call-to-action videos were also created with famous celebrities Syra and Shehroze to engage consumers.

Missed calls:

2.5 M on FB 93k+ on Twitter

108+ M

On average, 1+ message was received per minute for the duration of the campaign