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South Indian Bank (SIB) celebrated this Mother’s Day with different emotional and engaging on-ground campaigns. Under its campaign titled ‘Ammakku Vendi’, Red FM broadcast a special programme from Technopark, Thiruvananthapuram, and organised parallel activations at Infopark, Kochi. These initiatives, along with an independent social experiment, celebrated mothers’ selfless love and encouraged working professionals to pause, reflect, and reconnect with their mothers.
“‘Ammakku Vendi” is our heartfelt tribute to the enduring bond between mothers and children, whose love, sacrifice, and values profoundly shape who we become. We have aimed to create memorable brand experiences through our thoughtful activations. The activations allowed us to connect with people and gave them a platform to convey their love to their mothers — reinforcing our brand ethos of building relationships across generations.” said Mr. Ramesh K P, Head of Marketing at South Indian Bank, reflecting on the celebrations.
“Ammakku Vendi” – meaning For My Mother – beautifully honours the enduring value of a mother’s love, strength, and sacrifice. This campaign is a heartfelt tribute to a mother’s priceless role in shaping our lives, celebrating her unwavering presence with the dignity and gratitude she deserves. It was conceptualised to remind participants to take a moment from their busy schedules to appreciate and reconnect with their loved ones.
Technopark, Trivandrum – Key Highlights:
Live Drive-Time Show (KL 935): Aired live from Technopark, featuring heartfelt participant stories and surprise elements.
Emotional Surprise Segment: One participant shared stories of his mother on-air, unaware she was present at the venue. Her surprise appearance led to a touching moment, captured and shared on Red FM Malayalam and South Indian Bank’s Instagram pages.
Brand Integration: RJs promoted South Indian Bank products, encouraging listeners to plan financially for their mothers.
Live Features: Select customers had the opportunity to interact live on-air with RJ Manisha and RJ Karthik.
Staff Representation: The Branch Head and a Senior Executive of South Indian Bank were present to manage and support the event.
Letters: Attendees wrote heartfelt letters to their mothers using elegant stationery.
Infopark, Kochi – Parallel Engagement:
In Infopark, Kochi, South Indian Bank conducted a parallel “Ammakku Vendi” activation, executed independently (not in collaboration with Red FM). A dedicated stall was set up, inviting professionals to write personal letters to their mothers using curated stationery.
As an added gesture, participants were offered special offer vouchers on Home Loans, Car Loans, and Personal Loans, providing them with tangible financial benefits as part of the celebrations. While the Kochi event did not include live radio programming or surprise segments, it maintained the same emotional tone and intent.
"Bridging the Gap" – A Social Experiment
SIB also conducted a profound social experiment, "Bridging the Gap" — with working professionals and their mothers in Bengaluru. The simple experiment showcased the emotional distance that results from our inability to give time to our loved ones. The experiment concluded with the message to invest more in your valuable relationships. Click here to have a look at the experiment.
Source : PR Agency
