As the first step, we invited entries from mothers asking them to write about the choices they would like to give their daughters and then short-listed the winning entries. Thereafter through a televised on-ground event, we got the daughters to felicitate the mothers who sent in the winning short-listed entries. In addition, we also had successful and well-known daughters felicitating their mothers for giving them the right choices to achieve their dreams.

The brand achieved 8.2% market share in the 2nd month of the launch itself; doubled scores on key attributes; nearly tripled purchase intent; indexed 109 on volume share and 105 on value share (source: ORG MARG Retail Audit report). Event achieved 3 times higher rating of the time slot.