Solution
We gave people a chance to express their love uniquely.
A Letter – but not the usual one – A letter on a Sari.
The objective was to create the longest crowd sourced love letter to our moms. By launching the #YoursTruly campaign on Instagram stories we asked people to finish the following sentence:
“My mom…”
This sentence reflected one quality or thing about their moms that made them “Supermoms”.
We collated the best answers that we received and developed the love letter and brought in 4 artists to doodle/paint the letter on to a Fabindia saree. These sarees was then displayed at a FabIndia Experience Center to enable customers to take pictures and share it on social media tagging their moms in the longest love letter by Fabindia.