#StandByToughMoms is a movement committed to support mothers in their attempt to raise their children with the right values while fighting against the interference of a patriarchal society and joint family.

All Out® launched a campaign calling on family, friends and society to stand by tough moms.

Akshay Kumar, Bollywood celebrity activist came along with National Channel and was the first to spread the word by joining the debate on tough moms.

Writers, bloggers, parenting sites grew the conversation.

Facebook app was launched that urged people to nominate their tough moms.

Video content was developed for India's leading sports award -TOISA- run by The Times of India and featuring moms of Indian athletes talking about the tough choices they make while raising their kids which were uploaded on channels (like YouTube)

The campaign surpassed expectations, becoming the spokesperson for tough Indian moms and showing Indians a way to support them in their lives. All Out® has become the #1 trusted brand in household care in India, overcoming the national giant, Good Knight.

Despite limited spending, total impressions were 840M.

On Facebook garnered 81M+ video views, 42K comments, 800K shares and 85% positive sentiment.

Website traffic grew 42x over last year.

All platforms exceeded reach projections for a total reach of 17.5 million – 48.83% over projected.

Compared to previous campaigns, Facebook content resulted in 26x organic reach, 4x average video view time and 5x engagement rate.

The launch of the campaign was a turning point for the business. All Out® turned share declines into share growth. Just 1 month after the campaign All Out® Liquid Electric portfolio achieved a growth of 18% for Mar’18, 6X of Dec17 to Feb18