India’s first ever flash song dedicated to Moms

May 11, 2017, Bangalore - To celebrate the special occasion of Mother’s Day, Sunfeast Mom’s Magic spearheaded a unique initiative of delighting moms everywhere. Mom’s Magic presented their biggest surprise for moms yet by involving participants to collaborate with the musical trio of Shankar-Ehsaan-Loy to create #MomsDayMagic in a befitting manner

Here’s themagical tribute that Sunfeast Mom’s Magic, Shankar-Ehsaan-Loy and theparticipants made for their mothers, and for mothers everywhere: 

Themonth-long digital campaign started with Sunfeast Mom’s Magic reaching out toover 4 million people across India with a –request of sending in theirbest ideas to celebrate Mother’s Day. We received an overwhelming responsewith hundreds of participants from across the nation reaching out to us withtheir ideas and plans for Mother’s Day, with some even composing their ownsong. This made the task of choosing one idea even more challenging. Whatwas clearly evident is that everyone was keen to give their mothers a surprise.We decided to take this further and undertake something truly unique. 

“Havingreceived tremendous response in the early stages of the campaign, what clearlycame through was the fact that children were willing to do so much for theirmoms which otherwise they weren’t able to. As a brand that represents theundiluted and unconditional magic of mothers, we had to do something veryspecial. That is where the idea of India’s first flash song was born,’ said Mr.Hemant Malik, CEO, ITC Foods Limited. 

The digitalcampaign conceptualized by OgilvyOne Worldwide, Bangalore, involvedexecuting India’s first Flash Song that featured a rendition of the mostheartwarming song composed for mothers, ‘Maa’ from the popularmovie Taare Zameen Par. The participants rehearsed togetherthe evening before the event with singing coaches, and showed up the nextmorning with their families. 

Much to thesurprise of the participants Shankar-Ehsaan-Loy joined the performance mid-way.In Shankar Mahadevan’s words “In our career spanning21 years we have never done anything like this”

Mother’s Dayis a special occasion when children pay befitting tributes to their mothers andacknowledge their contribution. We are delighted that Sunfeast Mom’s Magicspearheaded a unique initiative to celebrate Mother’s Day. The initiativeinvolved bringing mothers to a movie theatre on the pretext of watching amovie. What followed were a few emotional moments which witnessed childrensinging publicly in the theatre for their mothers which possibly was leastexpected by them. The final video, produced by Sunfeast Mom’s Magic, is atribute to all mothers everywhere. 

“The ideatruly allowed us to leverage the power of digital by getting together a bunchof people who don’t know each other to do something special for their moms.This performance had only one take with no room for errors at all. But theresponse we got from the people who were in the theatre was overwhelming. We hopethis inspires others to do something special for their mothers for Mother’sDay,” said Vanaja Pillai, Executive Vice President, OgilvyOneWorldwide, Bangalore.

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