Brand Promotions executes experiential campaign for JK Paper in 8 cities

Brand Promotions India conceived, ideated and executed the experiential campaign ‘ I Love you MOM” for ‘JK Paper’ in 8 major cities across India. The aim was to make mothers’ day special by communicating love and feelings to mothers by their children in a unique way. JK Paper was approached by Brand Promotions India with the idea of sending a hand written letter to the mothers from their children.

J K Paper connected very well with the idea and Brand Promotions created an emotional experiential plan to recreate the bonding between child and mother. The campaign was designed to bring up the importance of emotions. While everything is going digital, Brand Promotions wanted to emphasize the importance of the traditional ways of communication and love. Remembering the time when there were no cell phones and other digital mediums to express your love, people used to communicate through letters. So Brand Promotions conducted an event wherein children wrote letters to their mothers expressing their love and thanking them for being their support always.

In the campaign Brands Promotions team engaged with people of all age groups in 8 cities and asked them to write what they felt about their mothers. These letters were then sent to the respective addresses on Mother’s Day. The endeavour was well received by the populace and they were happy in opting this medium for conveying their feelings. To make the event more special a few letters from each city were delivered by hand to capture the priceless reactions of mothers as they received the letter and read the content.

The campaign was named ‘I Love You Mom’ and was successful in bringing smiles to 50,000 mothers.

Looking at the way the campaign was executed, Mr Sunil Menon, Director, Brand Promotions quoted, “A letter from your child is the most valuable thing you can have and this idea was purely inspired by my son’s letter to me on father’s day, which adorns my pin up at work. I sincerely thank J K Paper and their management to take up this idea and put it to a good cause”.