This Children’s Day, Brands Get Playful with Ads

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Every year brands celebrate Children's Day in their own unique style. They reach out to this section of the audience with different messages. The focus of the messages for this year's campaigns has been on getting the parents to understand their children, and telling the children to give back to their parents who sacrifice a lot for their prosperity.

This year, brands have taken a break from the usual route of showing kids as being cute and fun, but have gone beyond to give the message of what parents can learn from their children and even asking adults to bring out that inner child in them.

Brands such as Hyundai, Uber, Reliance Mutual Fund, Cadbury, Jabong, Godrej Protekt, CRY, and others are reaching out to the kids and parents through their print, digital, television campaigns along with contests.

1) Hyundai 'To the Drivers of Tomorrow'


While kids may not be their customers right now, Hyundai India's sees them as being one in the distant future. The ad campaign came out with a simple and humorous insight of how kids love to imagine driving a car. In this way, the company saluted the 'drivers of tomorrow'. The ad took people back to their childhood where they would make those car engine sounds while pretending to drive a car.


2) Uber's 'Koi Naa'


Uber's Children's Day ad film went much deeper and went with the message of giving back to the parents who made great sacrifices in life to help their kids reach to where they are now. Through the emotional story of Renu Yadav, Marketing Manager of Kamani Foods who reminisces about her father, Hariom Yadav, and the great efforts he took to not only get her educated but also pick her up every time. Despite, her being late at times from her badminton practice, her dad who would be waiting to pick her up would just say 'Koi Naa', meaning no problem. 

Now all grown up and being in a new city away from her aging father, the ad shows how she reaches out to him through Uber. The ad film highlights its new feature Uber Journeys that enables people like this woman to 'give back' by allowing them to book cabs even if their elderly parents stay in another city. The ad film ends with the a beautiful message of 'Growing up is about giving back'.


3) Reliance Mutual Funds #ChildrensDaywithRMF


This ad cleverly just turned the tables on parents being irresponsible in handling their finances. The ad campaign shows the parents being punished like a child and being made to hold their ears and kneel down, and even being made to repeatedly write the mistake till their hand hurts.

The ad campaign brings out a clever message that parents can learn a lot from their children. It presented its new product for children called 'Chhoton Ke Baden Funde' on Children's Day. 


4) Cadbury Dairy Milk


While the other brands mentioned above do not directly cater to children, chocolates and confectionary brands hit the sweet spot for kids. Knowing this Cadbury Dairy Milk released a simple but beautiful ad film asking for parents to bring out their inner child in them when with their kids. 

The ad film gives out the message 'Iss Children's Day, baccho ke saath bacche ban jaayein', translated into 'This Children's Day, when with your kids become like kids'. It shows two kids dressed up in superhero costumes playing, when their mother steps into the room with a stern look they stop. To the surprise of the children the mother too puts on a superhero mask and offers them Dairy Milk to join them to play.


5) Mathrubhumi Group's 'Reimagine the future'


While parents bringing out their inner child is good, parents understanding the dreams and ambitions of their children is even better. Malayalam media group Mathrubhumi released a new campaign for Children's Day called 'Reimagine the future' campaign that takes a fancy dress competition beyond the traditional career paths kids being dressed up doctors or engineers by their parents. It shows children choosing to dress up and wanting to take up offbeat career paths such as makeup artists, tattoo artists, subtitling movie, wellness doctors, etc. 

The campaign looks to promote stories of people who have gone on to achieve success taking alternate career paths despite their parents forcing them to choose so called 'financially viable' professions. It will also include doing series of articles, discussions, special program and forums which are created and promoted across their brands including daily, Club FM, MB News, MB.com and social media.


6) Jabong


Jabong has announced that it will foray into the toy's segment from November 14 this year and will launch iconic toy brand Hamley's on its site. While Hamley's has entered India with its own stores across the country, it was however not available online. 


7) Godrej Protekt #SayNoToNo


The brand is celebrating Children's Day with its digital campaign #SayNoToNo that calls for parents to yes to their child to explore the world, their way and put aside the fear of them falling sick. It called for parents to share their stories of their kids who are allowed the freedom of playing out, with the chance to win a Hamley's voucher. 


8) CRY


The child rights advocacy NGO released its own ad campaign asking for people to share their own happy memories from their childhood on children's day. It asked people to tweet to #happychildhood or @CRYINDIA. It showcased a story of some of the people who shared their stories of their happy childhood.


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