#StandByToughMoms: a movement committed to support mothers in their attempt to raise their kids with the right values, while fighting against the interference of a patriarchal society and joint families.

The movement personified the brand values of tough protection, the All Out Protection.

To make it large, and to spark national conversation, it needed MOVEMENT planning, not just media planning.

The campaign launched on social media with a provocative film that pulled the curtain on this mom-shaming behavior and its implications for Indian society.

In a nation where Whatsapp usage surpasses all other markets, we seeded the film in Mother groups, getting immediate traction and virality. Within 24 hours, the campaign had spread not only within India but also Internationally.

National channels came forward to debate and stand by tough moms. Akshay Kumar - Bollywood celebrity activist, was the first to spread the word. He joined the debate on how India treats its tough moms.

More voices created more awareness: Writers, bloggers, parenting sites and PTA meetings grew the conversation.

Our Facebook newsfeed app amplified tough moms symbols.

We associated with a national sports award show to felicitate moms who had raised tough sports champions, challenging social stereotypes of sport as a non-career.

The campaign surpassed expectations, becoming the spokesperson for tough Indian moms and showing Indians a way to support tough moms in their lives.

All Out® has become the #1 trusted brand in household care in India, overcoming the national giant, Good Knight.

840M+ impressions were delivered. 244M people were reached.

Facebook garnered 81M+ video views, 42K comments, 800K shares and 85% positive sentiment.

Website traffic grew 42x over last year.

Compared to previous All Out® campaigns, Facebook content resulted in 26x organic reach, 4x average video view time and 5x engagement rate.

The launch of the campaign was a pivotal turning point for the business. As a direct result, the #StandByToughMoms launch, All Out® turned positive share growth at an all India level. Share gain doubled over previous month and showed 6X growth over previous three months.