Continuing our journey towards youthful and culturally resonant communication, we at TCS recently launched our Mother’s Day campaign, in which we tried to capture one of the more quirky aspects of South Asian motherhood. Our creative idea revolved around the unique way our mothers express their love—through the endearing combination of “Pehle taana, phir khaana,” (first taunt, then treat).
This campaign was not just a marketing strategy but a heartfelt homage to the nuances of maternal affection familiar to every South Asian. Our in-house team crafted a compelling video that portrayed this universal yet uniquely South Asian experience, with the actor being our only external expense.
The response to this Mother’s Day video was overwhelming. In just five days, the video garnered 765k impressions and 103k views, with 458 clicks and an impressive 13.45% view rate on YouTube. This enthusiastic engagement, primarily from audiences aged 25 to 34, underscores the campaign’s success in resonating with younger audiences, which remains our long term strategic goal.
This campaign also marked TCS’s debut on TikTok, further cementing our commitment to engaging with the youth on their preferred platforms.
The success of this campaign is a testament to the power of culturally rich and relatable storytelling. By tapping into shared experiences and emotions, we were able to forge a stronger connection with our audience, proving once again that understanding and embracing cultural nuances can lead to impactful communication.
As we move forward, we will continue to explore creative ways to embed TCS into the daily lives and hearts of our young customers, making every interaction a meaningful one.
Zakaullah Khan | zakaullah.khan@tcs.com.pk | Head of Digital Brand Development
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