MAM
P&G brings ‘Thank you, Mom’ campaign to India
MUMBAI: In 2010 when global FMCG leader Procter & Gamble (P&G) sponsored the US team for the Winter Olympics that year, little did the company know that it was the beginning of a long standing marketing strategy which will spread the world over. That year, P&G helped 250 women across America to make it to Vancouver to see their children compete at the Winter Olympics and adopt the tagline ‘proud sponsor of moms‘.
By end 2010, the FMCG giant experienced incremental sales amounting to $100 million and a 39 per cent increase in brand recall. The initiative was met with an overwhelming response and the FMCG giant decided to convert the agreement into a 10-year association with the Olympic Games.
Taking forward this initiative, the company introduced the ‘Thank you mom‘ campaign where there were videos of athletes being taken care of and encouraged by their mothers, all culminating in their ‘thankful‘ gaze on winning in their respective sport. The campaign has been taken across the globe and was recently launched in India as well.
So how does the company expect to reap rewards from a campaign associated with the Olympics where public interest is low and awareness probably even lower? To start with, here too P&G will be sponsoring athletes like boxer Mary Kom and runner Kavita Raut and will give their mothers a chance to see them perform at London later this year.
In India though, the ‘Thank You, Mom‘ campaign has taken a more literal form and the FMCG major is playing the wishing well of sorts. P&G has initiated the ‘Fulfil Her Wish‘ drive in India and is inviting consumers to confide in it their mother‘s wish. The company has pledged to fulfil the wish by Mother‘s Day (13 May).
P&G has been using avenues ranging from mainstream advertising to social media, on-ground activations and exclusive toll free numbers to record people‘s pledges and messages.
Recently, P&G organised an event at Bandra‘s Amphitheatre at Carter Road in Mumbai as part of its India initiative. The company provided a platform for kids to thank their mothers on the eve of Mother‘s Day with Bollywood actors Dia Mirza and Prachi Desai present with their respective mothers.
Mirza and Desai sparked off the event by penning their mothers‘ wish on the wish lanterns and set it afloat in the sky. They were joined by many other kids repeating the gesture and pledging to fulfil their mother‘s wish by penning them on their own wish lanterns.
According to a global survey commissioned by P&G across 12 countries in the Asia Pacific region, 55 per cent of the respondents in India expressed appreciation to their mothers infrequently whereas 23 per cent of respondents in India could not even remember the last time they thanked their moms. The findings from the survey provided guidance to the “Thank You Mom” campaign and in creating a platform for children to thank the unsung heroes of their lives – their mothers.
An official statement from the FMCG major stated: “P&G recognises the silent sacrifices that each mom makes in raising her child and provides a rare opportunity to everyone to thank their moms; with a deed, an action a gesture that we seldom express through this unique platform.”
MAM
Bark Out Loud launches #ThriveSharedJourney with Huma Qureshi
New campaign reframes pet nutrition as a mindful, shared growth journey.
MUMBAI: Bark Out Loud just gave pet parenting a leash on meaning because when your dog’s dinner becomes a daily pact, even the kibble starts feeling like a love letter. Bark Out Loud by Vivaldis has unveiled #ThriveSharedJourney, a new campaign for its Thrive range of pet food, featuring actress and pet parent Huma Qureshi. Launched around International Women’s Day 2026, the campaign shifts the narrative from routine feeding to intentional, shared growth between pets and their owners.
The core idea, thriving isn’t automatic, it’s a conscious decision made together. Today’s pet parents track their own milestones and upgrade their lives, yet pet nutrition often slips into autopilot. The campaign challenges that gap, showing that real wellbeing comes from active participation, not passive provision.
A heartfelt film starring Huma Qureshi captures this shift: everyday moments of connection over Thrive meals become the building blocks of a stronger bond. The message is clear growth is shared, not solo.
Bark Out Loud by Vivaldis CEO Kunal Khanna said, “Pet parents today love their pets deeply, but there is still a gap when it comes to everyday nutrition awareness. #ThriveSharedJourney is our way of building a more responsible culture of feeding, where thriving becomes a shared commitment.”
Bark Out Loud business head Devika Khanna added, “Thrive has been created to bridge that gap with clean, thoughtfully developed recipes that support digestion and overall wellbeing. Partnering with Huma allows us to tell this story in a way that feels real and relatable.”
The campaign will roll out through digital films, creator collaborations and community conversations, positioning Thrive as a daily investment in long-term health rather than a habitual purchase.
In a world where pets are family, Bark Out Loud isn’t just feeding them, it’s feeding the idea that every bowl is a promise: we grow together, we thrive together, one mindful kibble at a time.
