Mumbai: Amazon miniTV in collaboration with Meta launched a new campaign that showcases different aspects of motherhood through a unique and playful approach, using popular mom dialogues. The campaign rephrases the iconic dialogue ‘Tu Jaanta Nahi Mera Baap Kaun Hai’ to ‘Tu Jaanta Nahi Meri Maa Kaun Hai’. And, this indeed evokes a sense of gratitude, inspiration, and admiration for mothers. With this insight, the campaign seeks to spotlight the positivity of moms and highlight various shades of a mother's personality, from sassy to supportive, and many more.
The campaign kicked off with talented artists from the Amazon miniTV universe, including Aadhya Anand, Vishesh Bansal, Revathi Pillai, Naman Jain, Arjun Deswal, Chirag Katrecha, and Anupriya Caroli, sharing reel versions featuring their sassy, cool, and supportive moms. The campaign’s core messaging was further established through collaborations with Meta Creators, such as Saloni Gaur, who shared their own versions of the reels using a special filter curated with a ‘Tu Jaanta Nahi Meri Maa Kaun Hai’ unit.
To amplify the campaign’s message, Amazon miniTV encouraged user-generated content through a hashtag campaign. The campaign also included relatable and quirky stickers created and activated on Instagram’s Giphy, featuring popular mom dialogues such as ‘Maa Maa hoti,’ ‘Maa Se Panga Nai,’ ‘Maa ko sab pata hai,’ and more. Along with Instagram, the campaign also leveraged Facebook, Twitter and YouTube to expand its reach.
The campaign was further boosted by meme formats featuring scene lifts from the miniTV shows, keeping the campaign buzzing in a fun and quirky manner. The ‘Tu Jaanta Nahi Meri Maa Kaun Hai’ campaign is an ode to mothers and their many shades, thereby celebrating the essence of motherhood.
So, the next time someone tries to intimidate you with "Tu Jaanta Nahi Mera Baap Kaun Hai" remember that "Tu Jaanta Nahi Meri Maa Kaun Hai" is the real power phrase!
