Step 1: Background

• At present there is a shortage of natural gas in the households & gas supply will be stopped in households by 2025.
• In many parts of the country & even within urban areas there are many families who are suffering from gas shortage or using the competitors' products as solution.
• Mothers are the ones who take decisions or give opinions and the fathers of the families make the purchase
• As Omera LPG is a kitchen solution, this territory is ruled by the home makers & housewives of the family but the problem was – “who talks about an LPG brand?”
• Also the budget to initiate talkability was not enough, so the main communication focus would be on Facebook

Step 2: Campaign Goals

We wanted the mother’s – both housewives & homemakers to know about the brand & emotionally connect it through Facebook.

Secondary Objective: After establishing an emotional attachment with the Mother’s re-marketing them to generate sales through digital leads on Facebook only. To sum up, we wanted to make a viral content by utilizing Facebook as the only channel of communication to reach the mothers out there

Step 3: Big Idea

The Idea was to own the Mother’s day by delivering a unique yet relatable social message mitigating the perceptual disparity between a working & non-working mother by their children. We have a shallow perception regarding the house wives of the family that they are deemed less compared to the working mothers, as a result of this disparity the housewives suffer from inferiority complex. In order to address this social issue we landed a message through an AV that created history “সম্মান করি সকল মা-কে সমান ভাবে।”

Step 4: Execution