NBT and Maharashtra Times celebrate Mother's Day

The Navbharat Times and Maharashtra Times, in partnership with Clinic Plus shampoo, carried a greeting card innovation, last Sunday.

The language dailies from the stable of Bennett, Coleman & Co (BCCL), Navbharat Times (NBT) and Maharashtra Times (MT) joined hands with FMCG player Clinic Plus and Mindshare Fulcrum to celebrate Mother's Day. The two dailies on Sunday carried greeting cards in their Delhi and Mumbai editions.

About 30 lakh readers in Mumbai and Delhi received greeting cards to celebrate Mother's Day last Sunday, May 12. The greeting card was stuck onto a four-page Mother's Day special glossy supplement that endorsed the mother-daughter relationship. The greeting card could be taken off by the readers and used to wish their moms on Mother's Day.

Talking about the innovation, Ranjeet Kate, director, Response, The Times of India Group, says, "The conventional thinking is that television is a good medium for building emotional relationships with consumers. However, media brands like NBT and MT are also great platforms for innovative engagement and, therefore, emotional connect."

Rahul Kansal, executive president, The Times of India Group, says, "MT and NBT represent the new consumer, who is more affluent, empowered and perhaps smarter than the previous generation of shoppers. The BCCL language brands enjoy a huge popularity amongst this growing segment of consumers and are the harbingers of their aspirations, hopes and dreams."

The readers were also invited to send the filled-in greeting cards back to the NBT and MT offices in the two cities, where the best entries will be recognised and featured in the two newspapers in the coming days.

The insight was that mothers and daughters are candid about their thoughts, emotions and expressions and keeping up with the pace of her daughter's changing world, mothers have donned the role of a confidant.

"Since its launch, Clinic Plus has been the brand that celebrates the relationship between a mother and a daughter. Mother's Day gives Clinic Plus a platform to invite consumers to celebrate this bond with us," says Srinandan Sundaram, general manager, Hair Care, HUL, in an official communiqué.

Last year on Mother's Day, Clinic Plus had carried an innovation in NBT Delhi, which involved a musical chip.