MTV Beat’s ‘Ode to Mothers’ leveraged social media to generate UGC with some patent ‘Mummy Dialogues’ via a fun-filled Antakshari to reach 225K+ people during Mother’s day.
This case study explores how MTV Beats extended a tribute to the charm and magic of the mothers, with a twist through its campaign – ‘Mummy Dialogues’ Antakshari on social media.
The Indian Media and Entertainment (M&E) industry is undergoing tremendous dynamism in light of COVID-19. The pressure on the sector is high at a time when most of its consumers are at home, resulting in high viewership yet the lockdown makes creating new content a challenging feat. The challenge is more so in the case of youth who are at home and have a constant demand for entertainment. For brands to constantly be connected to the youth, building on to important days that hold value in the life of a youngster is of great significance.
As India’s 24*7 Hindi music channel, MTV Beats aims to be like a one-stop destination for all things Bollywood. The channel combines curated music playlists with thematic content and interactive features to become like a music companion for every situation – from working out in the morning to getting close to their favorite Bollywood stars to partying all night and everything in between. Making music viewing a more relatable experience, the channel is home to properties such as Baba Ki Chowki Dil Beats with Darshan and Ad-Free Mornings.
Best friend, all-time favorite cook, forever companion and a savior- these are multiple roles of the superwoman, we call ‘Mom’. From cleaning up the messed-up cupboard to satiating hunger pangs at odd hours to stand as a strong pillar of support in crucial life decisions- Mothers always come to our rescue, no matter how old one gets.
There is no denying the fact that we can’t do without moms in life, and more importantly, without our iconic ‘Mummy dialogues’! This Mother’s Day, MTV Beats extended a tribute to the charm and magic of the mothers, with a heart-warming twist.
The campaign by MTV Beats was aimed to recognize the relentless efforts of mothers and value their selfless love in the form of a musical twist to some iconic mom-like comments. The brand created an Antakshari, capturing all trademark “mummy” dialogues in a series of curated videos.
The brief for team MTV Beats was to create a campaign that will be an ode to mothers via a home-produced video.
MTV Beats took the route of bringing out the quirky yet memorable things our mothers say. As a music channel, the brand leveraged the thought with a fun sing-song format of Antakshari.
A week before Mother’s Day, MTV Beats gave fans Hindi alphabets to send the entries with trademark things their mothers would always say to them. These were all taken to create homemade video ‘jugalbandis’ between kids.
Shooting from home for an on-air campaign was challenging. Thanks to technology, the team recced for both films on video calls and set frames. The direction given had to be very concise and to the point. Actors were sent across the takes and were directed over the phone.
The challenge was that they were their own DOPs or were being shot by their roommates or mothers, books and tables were the new tripods. Not sitting with the editor and sound producer for post-production was a new experience.
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With Mummy’s Pyaar comes her daant and her favorite dialogues. For the campaign, the platform curated a fun video with children imitating mummy dialogues from every letter.
This was amped up social media where users were given a letter daily and they were asked to reply with some cute mummy dialogues and create further conversations, expressing the undying love for their moms!
The campaign video had children playing antakshari including such patent dialogues starting with each alphabet.
MTV Beats’ Ode to Mothers campaign tasted success with engagement metrics:
- Reach: 225K+
- Video Views: 505K+
- Engagement: 31K +
“Celebrating special days in a fun and quirky way forms a pillar of our brand-building strategy. Whether its Women’s Day or Mother’s Day, we have always believed that the youth admires a brand that lends a voice to their feelings. This year’s Mother’s Day campaigns for both MTV and MTV Beats aimed to showcase the love young India feels for their moms and takes note of their effortless and invaluable presence in our lives, but in a language that resonates with the young”, said, Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18.