All Out #StandByToughMoms

The mosquito repellent market in India is tough. To dominate the market, brands have tried to outdo each other with their claims of speed, effectiveness and efficacy. Therefore, a Mother looking to protect her family had no reason to take any interest in the category beyond this unidimensional functionality. All Out, a challenger brand, had to find a way to get the protective Mother to trust it over others. To find a deeper relevance, a cultural tension or a social issue affecting Mothers that could make All Out more meaningful, relevant and distinctive to Mothers across India. We turned our attention from products/performance to the Mother and spoke to a few. Soon, we were struck by an ugly truth. Due to the deeply ingrained patriarchy in Indian families, mothers are often criticized and shamed by their family members when they try to discipline their kids, specially their male child. But Mothers, motivated by their need to protect their children, suffer alone and continue to stay tough for the sake of their kids.

All Out is a mosquito repellent that stands for tough protection. So, the brand decided to fight fire with fire by changing patriarchal India with a patriarch. The movement began with a hard-hitting film that pulled back the curtains on the mom-shaming behaviour that was rampant in Indian homes but never addressed or talked about. It asked people to #StandByToughMoms the next time they saw a mother being tough because a tough mom is needed to protect the next generation. This tore through the social fabric of the nation as India took notice. Momspresso - a mothers’ bloggers community, took it upon themselves to grow the discussion and spread the message. Leading TV channels came forward. Influential Indians grew the conversation. Akshay Kumar was the first to tweet about it. Even Prime Minister Narendra Modi spoke up. It became the face of positive change in a country dominated by patriarchy. 

Impact:

In its effectiveness in driving a meaningful and positive change in Mothers lives, the campaign won a Bronze in the Glass Category at Cannes 2018.
The campaign earned 1375 press reports with 240mn impressions.
Facebook alone garnered 81+mn views, 42K comments and 800k shares. The positive sentiment was 85%. The total impressions across mediums was 840mn.
Compared to previous All Out campaigns, the Facebook content resulted in 26 times more organic reach, 4 times higher average video view time and 5 times more engagement rate.
The traffic to the website grew by 42 times over the last year.