Being a mum is tough,
let alone measuring up to the ideals of a perfect mum. The increasingly high
standard of motherhood has become ingrained in our culture today as parents
strive to provide the best for their children.
Malaysia’s leading mayonnaise
brand, Lady’s Choice today announced the launch of
‘Ibu Sejati’, a nationwide awareness campaign aimed at breaking the stereotype of perfect mum. More than just a statement, the brand put forward a powerful message of “Tiada ibu yang sempurna, hanya ibu yang sejati” to reiterate that being a real mum is all about loving unconditionally.
‘Ibu Sejati’, a nationwide awareness campaign aimed at breaking the stereotype of perfect mum. More than just a statement, the brand put forward a powerful message of “Tiada ibu yang sempurna, hanya ibu yang sejati” to reiterate that being a real mum is all about loving unconditionally.
‘Ibu Sejati’ spotlights three real-life Malaysian mothers telling inspiring stories about how they cope with their day-to-day struggles. Delivered through a series of videos, the emotionally-engaging stories depict the unique roles of these mothers and the different approach they take in putting their children first. Akin to unsung heroes for their loved ones, these mothers include a working mum Wan Musfirah Aimi, a single mum Natalie Hussin, and a fulltime housewife Normayani Isa, who are all blessed with three kids.
“The role of a mother
has evolved with greater responsibilities in today’s fast paced environment –
from finding the balance between careers, being a dutiful wife and raising her
children, while having time for herself. The multitude resources on the
internet, while inspiring could also mount to peer pressure amongst parents,
often striking the fear in them that they are not doing enough for their
children,” said Shiv Sahgal, Marketing Director of Foods & Refreshments, Unilever
(M) Holdings Sdn Bhd.
Research has shown
that 84 percent of Asian moms surveyed seamlessly use the Internet as part of
their lives and they believe it is a functional resource that helps them make
better decisions for their families[1].
This situation could lead to mothers inadvertently becoming more susceptible to
social pressures, with parenting skills and choices often being judged.
Shiv explained, “As the No. 1 mayonnaise brand that is trusted by millions in Malaysia, we are in the position to drive this conversation. ‘Ibu Sejati’ encourages mothers to accept the reality that perfect mums don’t exist, while it’s okay to live an authentic life and show their love, even if it takes just a simple great-tasting, nutritious breakfast. And we at Lady’s Choice want to take a proactive role to inspire and provide solutions for all mothers.”
The ‘Ibu Sejati’ campaign
is a timely initiative in line with the introduction of the new packaging for
Lady’s Choice mayonnaise. Sporting an unconventional look in a sleek and
convenient jar, Lady’s Choice mayonnaise maintains its goodness as an easy,
versatile and efficient solution to prepare tasty and nutritious sandwiches without
the hassle to make from scratch.
Lady’s Choice mayonnaise made with 100% real
ingredients and rich in Omega-3, which is an essential fatty acid for child’s
development, Lady’s Choice mayonnaise is an ideal companion to relieve mothers
of the struggle in preparing nutritious breakfast for their children.
Taking ‘Ibu Sejati’
across Malaysia, Lady’s Choice
has established a unique content collaboration with Media Prima Television
Networks to expand its reach and engage with millions of mothers through its
leading television platforms. The collaboration also taps on the network’s
creative resources to bring the ‘Ibu Sejati’ stories to live, while giving the
content a high-quality treatment.
Johan Ishak, Chief Executive Officer of Media Prima Television Networks said,
“Of all collaborations we’ve had with Unilever brands over the years, this produces
one of the most gratifying outcomes from a creative standpoint. The ‘Ibu Sejati’
campaign carries such a meaningful message and it deserves to be heard across
millions of households nationwide. We are fully on board with Lady’s Choice and
stand behind their inspiring move to help motherscope with their struggles
especially in the morning.”
In extension of the campaign, Lady’s Choice will go on a nationwide activation to connect with Malaysian mums and provide ongoing nutrition education from the month of April until September 2018. In celebration of Mother’s Day, Lady’s Choice will also be rewarding mothers with exclusive spa vouchers in the month of May.
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