• Jefrey Gomez

Best Mother’s Day 2020 Brand Campaigns in the APAC region

The COVID-19 Quarantine has brought almost everything to a halt. While life is no longer the same, one thing that hasn’t changed is “A Mother’s love.” Among all the adversities, a mother’s presence gives the confidence that at the end of the day, everything will fall back in place.


Mothers hold a very special place in our lives. We owe our existence to them as they are the ones who help us see the light of the day. A mother is an indispensable part of everyone’s life and deserves all the love and appreciation. While the world is fighting with this once-in-a-century pandemic, the lockdown hasn’t hampered brands from running out various campaigns to celebrate Mother’s Day 2020. From social media posts to video campaigns, brands have exhibited their gratitude towards mothers through different digital campaigns:


Here’s a list of the top 13 Mother’s Day 2020 Brand campaigns in the APAC region that caught our attention:


1. Oriflame India


To celebrate and honour the this pure bond of love, Oriflame India has launched #TheBeautyOfMoms. The campaign amazingly highlights how beauty is not always about looks, but also about one’s feelings and actions. It focuses on the challenges faced by working moms on work and family front. As part of the campaign, Oriflame India has also created a special video on celebrating motherhood, thanking all the mothers out there.




2. Apple Global

Apple Shares Mother's Day Gift Guide Featuring iPads, Apple Watch, AirPods and more in multiple countries across the Globe. As a part of this campaign, Apple has put together a Mother’s Day Buying guide filled with Apple product recommendations for moms.


3. IKEA Singapore


IKEA Singapore expressed their gratitude for mother in a series of drawings posted on its official Facebook page with the caption "For the heroes who raised us, put food on the table, and make home a safe space to live in." It stated, "There's a hero in every home. They make us feel safe, and keep us out of trouble. They keep us fed and happy, even when we make them angry. They make endless chores look easy, even when they pull all-nighters, but best of all, they make home feel extra special. Thank you for being our heroes at home. Happy Mother's Day."


4. Google Doodle


Google encouraged its users to celebrate Mother’s Day 2020 by creating their own digital card and send it to their mothers across the globe. What can be more happening for a mother than a real customized greeting from her child. Isn’t it?




5. Kraft Indonesia

Kraft reward mothers in Indonesia for their sacrifices with free meals. The campaign, which was created by VML Indonesia, in partnership with Geometry Global and OMD for Kecap ABC, wanted to show that while Indonesian mothers give their all to their families, they are not recognised enough for the sacrifices and efforts they make, a difficult truth that is also acknowledged by their family members.





6. McDonald's Malaysia

As a part of its Mother’s Day 2020 campaign, McDonalds Malaysia posted the image on their website with the caption, “Today, let’s celebrate all the wonderful mothers who have filled our lives with love and care! Happy Mother’s Day, from all us at McDonald’s Malaysia!”





7. Iconic, Australia For Mother’s Day 2020, Australia and New Zealand’s leading fashion and sports destination, THE ICONIC, recognises that this year, more than any other, mums deserve a thank you. Developed by creative agency, Emotive, the film thanks Mums who are having to work from home, homeschool, entertain and provide care around the clock in this unique period of self-isolation.

“To Those Who Mother ❤️ The single mothers, the working mothers, the mothers desperate for their kids to go back to school. To the mothers who are having a good day and to the ones struggling, to the mothers who can't be near those they've cared so long for. To the dads who mother, and the ones that long to be mothers. To the grandparents, aunts, uncles, and friends who have stepped in to mother - we see you. For everything that you do, we thank you.”




8. Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH&RC), Pakistan


For over 25 years, with the unwavering support of Pakistanis, Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH&RC), has been able to provide the best possible cancer care treatment to people, irrespective of their socioeconomic background, race or religion. SKMCH always finds a ray of hope no matter how tough the situation might be. Thus, recently, on Mother’s Day, they came up with the most heart-tugging campaign ‘Maa Se Jahan Hai’ that allowed people to pay a tribute to their mothers online.




9. Scoot Singapore

Scoot took a different route to Mother’s Day campaigning and created virtual getaways that children can gift to their mothers. These offered a comprehensive list of holiday destinations and a step-by-step guide to creating a Thai foot scrub, Korean beauty face mask, and others for the perfect Mother’s Day experience.


10. ShoppersStop India

Retail brand Shoppers Stop launched #LockdownQueens campaign to celebrate Mother’s Day wherein it expresses gratitude to all the mothers for teaching children the virtues of patience, resilience, and courage and highlights how these values are helping them during the lockdown.



11. Voltas Beko India

Voltas Beko, India paid tribute to single mothers with a beautiful campaign that stated, “She works extra hard. She takes extra care. Her love knows no bounds. She works wonders every day. This #MothersDay let's celebrate every single mom out there, who puts in double the effort and gives double the love to her child.”


12. Coco Cola Global

In a simple picture posted on its official Social media pages, Coca-Cola highlighted a pregnant lady with her child not only in her womb, but in heart too. Have a look at this wonderful image that goes well with the shape of their bottle!





13. Nivea India

With the nation under lockdown, Nivea’s campaign #ShareTheCare salutes those caregiver moms who are away from their families but close to those in need, caring for them absolutely selflessly putting their duties above all.



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