Indian mothers are tough disciplinarians because they want to protect their kids from harm and want to prepare them for the future. But India is deeply patriarchal society- and young moms in India, who discipline their children, face deep criticism from their own family members.

Yet this criticism is not something that is talked about and shared widely. Young mothers refuse to speak about it. They suffer alone.

The film tore through the social fabric. It rose above the clutter and noise of media as it challenged the status quo and silence around the issue.

The nation woke up.

National channels came forward to debate and stand by tough mom. Bollywood celebrities joined the conversation. The issue was debated in mommy blogs, social media and Parents-Teacher Association meetings.

#Standbytoughmons went beyond an advertising campaign and became a national conversation.

#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.

We launched the campaign with a provocative film that pulled the curtain back on this mom-shaming behavior and its implications for Indian society.

National channels came forward to debate and stand by tough moms. Akshay Kumar, who is a Bollywood celebrity activist, was the first to spread the word. He joined the debate on how India treats its tough moms.

The number of supporters and volunteers grew as people spread the word.

Writers, bloggers, parenting sites and Parents-Teacher Association meetings grew the conversation.

We launched a Facebook app that urged people to nominate the tough moms in their life.

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

Indian mothers are tough disciplinarians because they want to protect their kids from harm and want to prepare them for the future. But India is a deeply patriarchal society, and young moms in India who discipline their children face deep criticism from their own family members.

Yet this criticism is not something that is talked about and shared widely. Young mothers refuse to speak about it. They suffer alone.

All Out® decided that it would bring the hidden stresses of tough Indian moms into the open and ignite a national conversation around the issue.

The Indian mosquito repellent market has been dominated by a big Indian brand, Good Knight, for the past decade. Good Knight had monopolized the shelves and the minds of Indians with its deep retail presence and consistent big media spends. It set the rules of advertising, consistently talking of new innovations and product advantages every year.

In contrast, All Out® was a challenger brand. Its spends were significantly lower than Good Knight. Moreover, it had no significant product advantages or innovations with which to fight the dominance of Good Knight.

The challenge was straightforward: How does a smaller brand with low spends and an undifferentiated product compete with the market leader?

We realized that the only option was to break away from the category codes and change the conversation.