Campaign: Internet Moms
Brand: www.hwgo.com (Helping Women Get Online)
Company : Google India
Agency: Ogilvy India
The campaign which comprises three ads is to promote Google’s new initiative—Helping Women Get Online. The first ad opens on a young girl in a hostel chatting over the net with her mom and asking her advice on whether to choose the yellow or the red dress. Her mom in a dead-serious voice gives all the right reasons why she should go for red, but the daughter isn’t too convinced. Then comes the clincher as her mom very nonchalantly mentions that Varun (her daughter’s boyfriend) too loves red. The girl is taken aback as she realises that her mother knows whom she has been dating, but relaxes noticing the twinkle in her mom’s eyes. She signs off saying “Thanks, bye, mom”. Then comes the voice-over: “Internet moms ki baat hi kuch aur hai. Aap bhi internet ka pura faayda uthaiye. Aapne laptop ya mobile pe www.hwgo.com type kariye aur Helping Women Get Online website par jaiiye.” The ad ends with the HWGO logo.
The second ad—homework - shows a mother trying to make her teenager son study history. As the boy struggles to gets the answers correct, the mother ticks him off. The now angry son replies back that if it is so simple, she should know all the answers. The mother, who was just waiting for that, surreptitiously looks at her mobile screen hidden in her lap and immediately reels off the full name of Emperor Akbar and then recites the names of the nine gems in his court, and ends with a full account on Akbar’s life. Her son gapes at her and then quietly picks up his book. The film ends with the voice-over. The third ad depicts a young mother waiting to pick up her little son from school who is surprised to see four little girls fawning over him. The reason becomes clear when he asks what she will be packing for lunch the following day. She checks her mobile and announces “spinach and corn pasta”.
Three moms. Three stories. All delightfully told. Light and yet loaded. Interesting insights supported by clean execution. There are times when a mother needs to prove to her child that she is smarter than her kid. And the internet helps her do so. These are all new-age moms who use the