Mother's Day Campaign: iProspect x VRK Heritage

To resonate with both our existing and potential younger audience, we chose to leverage Mother's Day—a day that aligns perfectly with our brand's positioning. Our goal was to create a lasting impact by weaving a distinctive voice that stands out amidst the sea of communication surrounding this day. Primary objective was to drive awareness, consideration and preference for our brand.

We recognized that while younger consumers often seek something beyond tradition, they still value their roots and the sentimental significance of family heritage. The challenge was to marry this traditional sentiment with a modern outlook and this was endorsed by Shriya Saran, who is our brand face. The idea was to highlight lesser-known aspects of her which became the main insight to our story.

To bring this insight to life, we developed a video series that highlighted her life’s journey as a mother and as a daughter which allowed us to present Shriya in a more real human light, emphasizing her role beyond a celebrity. By celebrating her as a real person with real values, we created a campaign that was not only relatable but also emotionally resonant with all.

The result was a realistic and heartfelt portrayal that highlighted the timeless values of family, tradition and love—values that our brand has always championed.