In a cluttered festive landscape where most brands focused on discounts, recipes, or emotional TVCs, ITC Aashirvaad Soul Creations chose to take a more meaningful approach for Mother’s Day—one that went beyond food to forge a deeper emotional connection, encouraged active audience participation, embraced regional language diversity and cultural intimacy, and used technology in a heartfelt way to celebrate the often unsaid emotions between mothers and their children.
The Solution
A 3-phase AI-powered campaign was created to emotionally engage audiences, enable heartfelt expression, and amplify real stories across India by first building emotion through an emotional brand film and a “Maa Moments” reel series, interactive Instagram stories, polls, and UGC prompts, along with regional language content in Hindi and Tamil to build early traction; then empowering action with a dedicated landing page featuring an AI-powered song generator that transformed personal messages into unique custom melodies, instantly delivered via WhatsApp for easy sharing; and finally celebrating and amplifying the impact by featuring real mothers in a gratitude film created using participant-generated UGC, encouraging organic sharing of songs within families and communities, and ultimately leveraging the power of emotion over promotion.
The Result
The campaign delivered exceptional results, achieving a 7x uplift in engagement compared to previous Aashirvaad festive content, 4x higher impressions than average campaigns, and generating over 9,000+ personalized songs through the AI tool. It saw 3x higher organic sharing, with songs going viral within WhatsApp groups, and led to 2x follower growth during the campaign window. Additionally, the brand captured 9K+ first-party data entries via the tool, witnessed strongest traction from regional audiences—particularly in Hindi and Tamil—and recorded high emotional recall along with a significant boost in purpose-led brand affinity.
As the best digital marketing agency in India, we offer 360-degree solutions that bring real results
