MUMBAI: ‘A mother’s love is unconditional, unparalleled and irreplaceable, a universal truth that can only be felt. Nothing else in the world can be compared to her love!’ Sadly, there are 20 million children in India living in orphanages, deprived of this blessing. 

To touch the lives of such many little wonderful souls, one of the leading FMCG brand - Mother’s Recipe kick-started it’s unique and stimulating Mother’s Day campaign #TasteOfMothersLove. 

The campaign has been conceptualized and executed by Mother’s Recipe and Triton Communication with the aim to introduce mothers to the idea of sharing the most precious emotion - ‘Mother’s Love’ with the special kids. At the ground level, the brand partners with several orphanages across India to organize well-planned events, creating an enriching experience and everlasting memories for both mothers and the children.

The initiative is amplified through various media platforms like Print, Radio, YouTube, Facebook, Twitter and Instagram, to engage with the relevant target audience. A microsite has been launched specifically to support this cause and provide campaign and registration details - http://mothersrecipe.com/mothersday/

Sanjana Desai, Head Business Development, Desai Brothers Ltd said, “Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time to the children who need it the most.” She added, “The ambitious campaign started three years ago, which at present has spread mother’s love with 900 mothers to 950 children in 18 orphanages across five cities - Mumbai, Pune, Delhi, Bangalore and Kolkata."

The campaign video beautifully captures the mother-child relationship and showcases how essential emotional intimacy is in a child's life, especially for the ones living in orphanages.