"P&G has entered into a global partnership with the Olympic Movement to sponsor the next five Olympic Games till 2020. In the spirit of this partnership, we are here to celebrate and express our best wishes to the Indian athletes representing India in the London 2012 Olympic Games. This collaboration is about bringing together our purpose of touching and improving lives and the Olympic Games' purpose of building a better world through sports. It is also about supporting athletes and serving moms and families as a company through our brands. Through the campaign, we aim to promote youth sports in the country and consumers can help us in building playgrounds for children in the country simply by buying P&G products in the months of July till September," said Sharat Verma, Country Marketing Manager, Procter & Gamble.
The prevailing idea is that behind every athlete is a loving mom. Bearing this in mind, P&G invited Olympic athletes' moms to wish their children the best as they set sail on their Olympic journey. To facilitate the same, P&G invited the Good Luck Squad, which comprised of moms of notable sports icons from various fields like badminton, archery, hockey, swimming, and wrestling, to extend their best wishes to the entire Olympic contingent.
Encompass executed P&G's ‘Thank You Mom Good Luck Olympians' press launch in Mumbai on July 21, Hyderabad on July 27, and Chandigarh on July 31. While the event was conceptualized by Corporate Voice Weber Shandwick, Encompass was responsible for designing the set, as well as managing and executing the press launches.
At the Mumbai event, the Good Luck Squad was made up by moms of Ashwini Ponnappa, Deepika Kumari, Sandeep Singh and Yogeshwar Dutt. The Mumbai squad was led by actor Neha Dhupia, who added her support to the campaign with the source of her inspiration - her own mother, Manpinder Dhupia. The highlight of the event was the flag signing ceremony, wherein all the mothers and Neha Dhupia wrote a good luck message on the flag which, facilitated by P&G, had been signed by thousands from across the country.
Hyderabad's Good Luck Squad was made up by Sharath Gayakwad and Gagan Ullalmath's mothers, and the Chandigarh squad by Sandeep Singh, Yogeshwar Dutt and Amit Kumar's moms. Both cities' events were executed in the same format as Mumbai, with the flag signing being the highlight.
Commenting on the event, Shyam Gursahani, Manager - Client Servicing, Encompass said; "The events got together mothers of real Olympians. These mothers spoke of their stories, their sacrifices and the sacrifices made by their children to reach the place they are today. It was a real and heart-warming place to be. Managed and executed by Encompass, this set of media events were among the few events that we have done for P&G as a part of the campaign. Each event has been a treat to handle."
These press events marked the launch of the second phase of P&G's Thank You Mom campaign, which is being executed in India entirely by Encompass. The second phase will talk about the lack of playgrounds in the country and how mothers need to come out and rally for more playgrounds. This will be promoted across multiplexes, through in-store activities and school contact programmes, and other ATL touch points.