Brand Update : Eveready

After a long period of silence, Eveready is back on the media space. The brand has launched a new campaign in 2009.The new campaign, known as The Red Light Painters in the ad world , is already making noise among the advertising community.

Watch the ad here : The Redlight Commercial

One of the welcome development with the new campaign is that Eveready has gone back to the famous classic tagline " Give Me Red". Earlier, Eveready has changed its iconic tagline to ' Kuch to hai extra".
The current campaign is for Eveready Ultima batteries.

Frankly speaking , I did not understand the new Eveready commercial. The commercial started with the message that it was made entirely from LED lights, torches and camcoders. And then there was a mouse and the Eveready cat ..... Finally the cat caught the mouse.. That is what I understood.

Today Afaqs carried a story on the new commercial. Read it here.

Only then I understood that there was a story behind the commercial. According to afaqs, the brand is targeting the 15-25 yr olds. May be I did not understood because I am not in the TG.

My feeling is that the new commercial does not tell anything to the consumers. There is no compelling story about Eveready and how the brand is different from its competitors.

The brand is going to face a critical survival issue in future. More and more products are now running on rechargable batteries. Except for clocks and torches, most products which used disposable batteries are now being used with rechargable batteries. For products like clocks, consumers are not too worried about the brand. They will choose any of the major players rather than be loyal.

So in such a scenario, Eveready should be chalking out a survival strategy. It is not about the brand but about the product category.
In my case as a consumer, let me give you the list of products that run on battery in my house : Three clocks
Two remotes
Two Torches

While the new age products like cameras, Ipods, Mobiles,laptops are using rechargable batteries that comes bundled with the product.
In such a scenario, the market for non-rechargable battery market will be limited to a certain households and certain products. There are chances that the entire category getting extinct in future .
I personally think that Eveready is suffering from marketing myopia. The brand has not forayed into mobile batteries or laptop batteries. India is a big market for mobile phones. And typically the batteries need to be replaced. But never seen the brand venturing into this market dominated by chinese makes.

Even in the rechargable segment , Eveready has not done anything to expand the market. These areas may drive the business in future. If the brand is focusing on urban market, without a presence in these segments, I doubt how the brand will survive focusing on the traditional non rechargable batteries.

How ever, I am glad that the " Give Me Red " is back .

Related Brand
Eveready

Marketing Funda : Logic of brand extensions

My article on logic of brand extensions published in adclubbombay.com : read it here

Marketing Funda : The Difficult Task of Differentiation

My article on Differentiation published in Adclubbombay.com : Read it here

Brand Update : Fastrack

Fastrack has recently launched a new campaign based on its new positioning " Move On " .The latest campaign comes in two version - His Story and Her Story

Watch the commercial here : His Story
Watch the commercial here : Her Story

The new ads are an extension of the Move On positioning of the brand. The brand is based on the current psyche of youth .The premise of the new positioning is that Indian Youth tend to be very "detached " in their relationships.

The new campaign has taken this premise to a new level. While the previous campaign was based on a romance break up , the new campaign goes deeper than just flirting.

The ad is definitely interesting and the two versions makes it more interesting. The younger crowd is going to enjoy it .

How ever the question is whether the brand is taking the Move On concept a bit too far. It is true that such kind of dating and experiments happen and the debate is still there as to whether such a kind of indulgence is to be encouraged or not.

I am not a moral advocate or a Srirama sena member !!! . I personally believe that it is the choice of an individual to live the life he/she wants provided it is within the social framework.

It may be true that the younger generation are non-committal in their relationship. It is also true that there is a trend of irreverence and " take it or leave it " attitude prevalent among the urban youth community.

But the question is whether a brand like Fastrack should align with such a trend ?

Read the perspective of Adman Lakshmipathy Bhatt here .


There is nothing immoral or unethical in the new TVC. But I personally feel that such a trend among the new generation is not something that should be celebrated.

"Gotta get rid of him " and " Who s next " seems too extreme for me ( conservative as Iam). How ever I am sure that the youth will love it .


Related brand

Fastrack

Premium : Pleasure,Ecstasy ,Euphoria

Brand : Premium
Company : JK Helene Curtis

Agency : Impulse

Brand Analysis Count : 401

Premium is one of the most under utilized brand in the Indian personal care category. A brand which has been in existence for more than 40 years has not been able to make its mark in Indian market.

Premium is a brand owned by JK Helene Curtis which is a Raymond's group company. Despite from a group that owns iconic brands like Raymond's and Park Avenue, Premium failed to reach anywhere near its peers.

What usually comes to my mind about this brand is its Cologne. Premium Cologne is one of the very few affordable colognes in the Indian market. I was initially surprised at the price of this brand because I felt that Premium would cost more.

Premium brand is not a failed brand . Infact company claims that Premium is the market leader in room fresheners.

Premium is an umbrella brand that endorses various products like Talc, Shaving products,perfumes and Room fresheners. There are experts who argue that the unrelated extensions have created problems for the brand.

In a report in Business Line, another brand expert suggested that the brand name Premium has created positioning issues for the brand. The name has caused a perception that the product is priced higher which created a problem of Narrow Positioning.

But more than the brand name, Premium is languishing because of lack of marketing effort. The company has never cared to create a Brand DNA for Premium. There is no brand manthra, no core brand values or a brand persona. There is not even a tagline that gives the brand an identity. There is also no memorable brand campaigns.

I personally feels that the company is not able to fit the brand in its portfolio along with Park Avenue. Park Avenue has its own range of men's toiletries and Premium may be sidelined for making space for Park Avenue range.

Premium is really a sad story. The brand has a good name, a good company to back it and an opportunity in the market but there is no will from the brand owners to develop it.

Marketing Funda : The art of story telling

My article on the Art of Story Telling published in Adclubbombay.com : Read it here

Marketing Funda : Creating Brand Experience

My article on Creating brand Experience published in Adclubbombay.com : Read it here

Marketing To Youth : Youth Power or Myth

Economic Times (25/05/09) has a very interesting and enlightening article on Indian youth. Written by Mr Rajesh Shukla, the article throws light into some important data regarding the Indian youth market.

Read the article here : Harnessing Indian Youth Power

Some of the important statistics are reproduced below :

The total youth population (13-34) is 390 million which is 38% of the total population and is expected to rise to 440 million by 2020.

70% of the youth reside in over 600,000 villages.
72% of youth are literate.
41% of these literate youth fall in the age group (13-19 years) , 23% fall in 20-24 and 36% are in 25-34 years.

59% of literate youth are male. 7% are graduates and 12% have passed higher secondary.

The article also presents a clear view about the definition of youth. According to Rajesh Shukla , youth refers to a category rather than a group. The difference between category and group is that category has diverse or heterogeneous elements unlike groups which are similar in its composition. Youth relates to an age group that is transiting between childhood and adulthod and may comprise of a conglomeration of sub-groups with differing social roles, expectations and aspirations.


UN defines youth as those in the age group of 15-24 years. UNICEF defines youth in the age bracket of 15-30 years. Indian National Youth Policy considers all individuals in the agegroup of 13-35 years as youth population. NYP divides the youth population into two groups - 13-19 years as adolescent and 20-35 as Youth.

As far as marketers are concerned, the sheer size of this market is a huge opportunity. But no one so far has been able to rightly understand the Indian Youth's psyche.

As the article points out, the youth market cannot be considered as a group because it is not homogeneous. So does it mean that marketers cannot segment this market on the bases of age alone ? . Segmentation is based on the assumption that the members display homogeneity . So if the members of a specific age group display heterogeneous characteristics, it no longer becomes a segment.
The implication is that marketers should find out variables other than age to segment the Indian youth market.So when age becomes irrelevant, does it mean that the so called Youth Market is a myth just like the much hyped Indian MiddleClass ?
Most of the marketers tend to use Lifestyle as a variable to define segments with in the Youth market. How ever lifestyle segmentation is tricky and highly subjective in nature.

This probably explain the reason why Indian marketers are still finding it difficult to find a formula to tap this huge lucrative market.

What do you think ?

Marketing Funda : Branding a Commodity

My article on branding a commodity in Adclubbombay.com. Read it here

Caption This: 5-25-09

Brand Update : Cadbury Eclairs

This year Cadbury Dairy Milk Eclairs has comeout with a new campaign and a new positioning. The brand has identified itself with a sweet chocolate time bomb that will explode in your mouth. 

The brand is running an interesting TVC to communicate the postioning. 

Watch the ad here : Cadbury sweet bomb

Cadbury's Dairy Milk Eclairs has always been focused on its chocolate inner and as a consumer  we get a special feeling when the crispy outer covering of the eclairs give way to the soft chocolate liquid inside.  The brand is now trying to capture this feeling through the new campaign. 

The brand is equating this experience akin to the blowing up of a chocolate bomb from inside. The ad captures this concept quite beautifully. 

Although the ad is quite good, there is a striking resemblence with the recent KitKat ad claiming to be more chocolatey. The only difference is that the chocolate explodes outside the head.

Watch the Kitkat ad here : Kitkat exploding

Competition is not only for market share , it is also for the ad copy.

Related brand

Cadbury Dairy Milk Eclairs

Brand Update : Popy

Rainy season has started in Kerala and the ad blitz of the umbrella marketers has reached the pinnacle. As usual, the umbrella marketers of Kerala has proved that innovation can be a game changing strategy.

This season is also no different ,where the two major brands in the Kerala umbrella market - Popy and John's vying for consumer attention with mind-blowing new umbrellas.

Popy has come out with a new commercial for its Nano sub-brand. Popy Nano claims to be the smallest folding umbrella which has a hieght of 16 cm when folded. The brand is being promoted as the " World's smallest big umbrella " .

The company claims that the umbrella when opened covers a larger area compared to ordinary umbrellas. The brand also claims to be the lightest and strongest in that category of 3 fold umbrellas. Popy Nano has come out with a decent catchy campaign which superbly communicates the brand promise.

Watch the TVC here : Popy Nano

While Popy Nano is aimed at older customers, it is the kid segment where there is intense competition.
In the kid's umbrella segment, Popy has come out with a new product " Popy Kuppi Kuda ". Kuppi in Malayalam language means bottle. So Kuppi Kuda means umbrella in the shape of a bottle.
The brand has introduced this product using a teaser campaign.
Watch the ad here : Popy Kuppi Kuda

The competition is not sitting idle. The main competitor John's has also come out with two new products . John's Air was launched this year which claims that the umbrella will be able to withstand wind speed upto 50 Kmph.

In Kerala we can see lady pillion riders of two wheelers desperately trying to hold the umbrella during the rain. Most of the time, these umbrellas cannot withstand the wind and will collapse creating an embarrassing situation. John's Air is aiming to fill that need for a stronger umbrella that can withstand wind.

John's also came out with a product for kids branded as John's Macha Mia. This is an umbrella with a bubble maker and bubble breaker. Kids can make bubbles with an attachment fitted with the umbrella handle and then try to break those bubbles using a dart gun fitted along with the umbrella. Sounds complicated isn't it ?

Both Popy and John's are flooding the media with their campaign and kids are a happy lot with lot of options to choose for.

Popy and John's are proving once again that innovation can bring life into a once dull product category like Umbrella.

Related Brand
Popy

Sunsilk Shampoo

Shampoo summer fresh from sunsilk beauty supplies

Sunsilk Moisture Therapy

Beauty tips from sunsilk moisture therapy

Scoobee Day : My Friend

Brand : Scoobee Day
Company : Anna Group ( Kitex Garments)


Brand Analysis Count : 400

I am celebrating the 400 th brand analyzed in Marketing Practice with a Kerala brand.

Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the Anna Group which is a major player in the textile and Aluminum products in the state.

School bag market is essentially dominated by the unorganized sector. Except for a few national brands like Duckback and Bata, most of the players are local manufacturers.

During the early 2000, Anna group launched the brand Scoobee Day in the school bag segment.
Scoobee Day quickly captured the attention of the kids. One of the reason for the quick attention and recall of the brand was the brand's phonetic resemblance to the popular comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons were a huge hit among kids .

Scoobee Doo became a quick success through a very careful brand building process. The brand knew the pulse of the target market and the strategies were bang on target.

Scoobee Doo was primarily targeting the young school children in the KG and Pre primary segment. This brand was built on the art of story telling.

School bags are seasonal products . The consumers buy these products during May-June period. Mostly the parents let their kids choose the product since a new bag is definitely a motivation for kids to go to school.

Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit and there was something more. The brand told a story. The hero of the story is the brand mascot - a Bee named Scoobee.

Scoobee Day is positioned as a kid's best friend. The brand all through its journey had told stories of how Scoobee Day helped the kids in distress , fighting those monsters who tried to attack the kids.

Watch an ad here : Scoobee day old ad

Watch the latest ad here : Scoobee Day 2009 ad

The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated to Scoobee Day , My Friend.

The brand told consistent stories which involved kids being chased by dragons and monsters and how Scoobee rescues the kids and tames the demons.

The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made a very strong impression in the mind of the kids. Even my four year old child recites the jingle and is very familiar with the brand.

The brand also ensured that it provided excellent value for money for the consumers. The bags are of very good quality and is very durable. So parents are not complaining for the premium paid for the brand.

To counter the price competition from the local players and cheap chinese imports, Scoobee Day is flooding the market with freebies along with the bag. Free offers include tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box, tiffin box, water bottle and a Scoobee mask.

Scoobee 's success is a classic example of brands built on story telling. The brand had a compelling story and it told the stories consistently . When entering a market dominated by unorganized players, the critical factor for success lies in differentiation. Scoobee Day differentiated itself from the rest through strong brand elements backed by product quality.

Now Kerala market is flooded with branded school bags. But Scoobee had the first mover advantage. The brand had already created huge equity and brand recall among the consumers.

Death By 1000 Cats

One of my favorite recent Supervillains.

Jawbone #243: House!

We're back after a month-long hiatus! We chat about our house, both selling and buying, seeing crazy homes and Petunia Pig changing her pants in front of our house during a showing. Thanks for sticking with us and enjoy the show!

Music:
Paul and Storm | Frogger! The Frogger Musical

RSS feed.


Download now.

Brand Update : Horlicks

Yet again , another brand extension from Horlicks. Horlicks has recently launched a ready to drink flavored milk product branded Horlicks Chill Dood.

The product category is reported to be worth around Rs 250 crore. Dairy based products are now seeing more action these days owing to the shift of consumers to healthier products. Amul is the most visible in this segment with its Kool drink.

Horlicks ChillDood comes in attractive flavors like chocolate and the product is targeting kids. Animated ads are now on air to promote this product.

2009 has seen this brand undertaking aggressive extensions into un/related categories like energy bars and now dairy products.
Horlicks is one of my favorite brands. I liked it because the brand was very flexible in adopting to changing competitive environment and proactive in launching new products in new segments .
But one gets jittery when the brand becomes too ambitious. Horlicks has always been associated with health drinks and it was highly focused on that category.The result was obvious, the brand has been a market leader for long time.
The current extension gave me a feeling that the brand is taking too much far by extending itself into categories like energy bar and milk. All these new launches will get a positive initial acceptance by the consumers because of the huge brand equity of Horlicks but all these launches has the potential to dilute the core brand.
The silver lining is that all these launches are in the health related products and thus cater to the emerging trend among the consumers.

Related Brand

Horlicks

Caption This: 5-18-09

Coming Soon. . .

Kids Say: "PALESTINE, WE CARE!"

The Prayer

Allah creates everything we need. Take, for example, the food that is essential for human life. Allah creates vegetables, fruit, chickens, cows, sheep, pretty little birds and fluttering butterflies. Allah creates your parents and all the people around you. Allah, the All-Mighty endows people with the bodies, intelligence, knowledge, strength, health and the opportunities they enjoy.

Alhamdulillah Alhamdulillah Alhamdulillah! 

As mentioned earlier, Allah creates all these as blessings for us. We owe the food we eat to Allah. Similarly, we owe the ability to eat this food to Allah. 

Think of this for a moment. . .

How would you be able to chew your food without your teeth? 

How would you digest it without your stomach? 

Would the existence of food have any meaning if we did not have digestive systems?

We are all nourished by Allah's will. Because it is Allah Who gives all blessings to us, it is Allah to Whom we must pray when we want something to happen or to obtain something. Consequently, we must ask for everything from our Lord,

Yes, we must pray and humble ourselves to make Du'a to Him alone. And supplication and prayer cannot be limited to certain places or time. We can think of Allah and pray to Him at any moment. He is always there to listen.

(Mashaallah! this young boy is performing his solah)

This is to remind myself and everyone, not to forget to say our prayers today, meanwhile I leave everyone with a Du'a on this blessed day, this very Friday Inshaallah. . .

"Oh Allah! I ask for mercy from You by which You will guide my heart,

settle my affairs, 

remove my worries,

 protect me from what is unseen to me,

make my face radiant, 

purify my deeds, 

inspire me with wisdom,

avert calamities from me, 

and protect me from every evil in this world and the hereafter" 

Allahumma thumma Ameen

Jummah Mubarak!

Havells : Shock Laga Kya

Corporate Brand : Havells
Agency : Lowe

Brand Analysis Count : 399

Havells is one of the leading players in the Indian electrical products industry. The company which was virtually unknown 5 years ago shot into limelight through some clutter breaking campaigns in recent times.

Havells is a part of the Indian business group- QRG group. Established in 1958 as a trading company , Havells came into existence in 1983. The company is now a Rs 1600 crore company with presence in all major electrical categories.

Havells business is primarily focused on four key verticals.
Switch Gear
Lighting and Fixtures
Cables and
Electrical consumer deliverable.

What is interesting about Havells is their penchant for advertising. The company had been making major investments in promotions and has been using the recent IPL for brand building.

Havells shot into limelight with their campaign for Mini Circuit Breakers (MCB) which are used to prevent short circuits . Most of the new homes/offices have it but these products were never advertised.
Havells came out with a clutter breaking humorous ad for their MCB which caught the consumer's attention. The product ad had the famous tagline " Shock Laga Kya ".

Watch the ad here : Shock Laga Kya

The ad was a hit because of the creative execution. I think the positive response from the consumers prompted Havells to invest heavily in brand promotions.

Another classic ad was for Havells CFL bulbs. The Rimpoche ad too was a highly interesting ad for a dull product.
Watch the ad here : Rimpoche

Havells followed its ad campaigns with a touchy mother son campaign for its cable product range
Watch the ad here : Mother- son
I like this ad very much because it conveyed the " heat resistant " feature of the product very smartly and touchingly.

For its fan range, Havells came out with another funny campaign : Bijilee

Recently Havells made use of the Recession to come out with another creative one for its MCB range : recession ad

Havells also has been using the recent IPL for brand promotion. Whenever some batsman gets out or when he scores a six, the two second message ad comes on the screen " Shock Laga Kya"

These clutter breaking ads has significantly increased the brand familiarity and liking of Havells brand. The brand is fighting very well established players like Crompton Greaves, Usha,Anchor , Legrand etc. Havells scored over these brands through its higher share of voice.

Regarding the branding campaign, Havells has been focusing more on product advertising rather than building its corporate brand.
There is an interesting piece written about this in hindu : read here

If you see all these ads of Havells, the ads does not have a common thread . The cable ad and the MCB ad and CFL ads are all very different. Although it all comes from Havells, one cannot find a common thread.
This is a problem for Havells as a corporate brand. The company has so far not tried to bring in a corporate brand theme. Havells does not even have a tagline.

Now everyone associates Havells with the Shock Laga Kya tagline which is a specific tagline for its MCB range. I am not sure whether this is a planned strategy where the company tries to develop its corporate brand through product ads .

There is no doubt that these product ads are well crafted and has served the purpose. But when we analyse the branding , Havells as a corporate brand has built strong familiarity but no brand depth.

If you ask me what Havells stands for, I would say that it stands for " Shock Proof MCB". So Havells stands to be identified for a single product rather than as an umbrella brand.

One disadvantage of developing a common corporate brand theme is that every Havells ad should then have to align with that common thread which may constrain creative thinking. But a brand should own a distinct place in the consumer's mind. Havells corporate brand right now does not have than distinct space for it .
The logic of the current strategy is that through the product ads , Havells will gain familiarity and thus brand equity. There is now flaw in this logic. But the issue is about the brand personality.
A brand should have some core brand values and manthra which makes it unique and distinct. This mathra has to be created by the brand and communicated to the consumers.It is in this context that the current strategy of product ads driving a corporate brand becomes ineffective.

Havells need not stop its product based advertising, what it can do is to develop a brand manthra and a corporate tagline and when show the tagline in the product advertisements. The individual product ads can retain their taglines like " Shock Laga " . Thus Havells will be able to create a distinct corporate brand image which will be highly beneficial in future.

Lancome Miracle Forever

Only squirt once to test the fragrance. Comes with original box & wrapper. Sexy purple.

Salvatore Ferragamo Inchanto Charms

Salvatore ferragamo inchanto charms perfume

Bvlgari BLV Perfume Spray

Bvlgari BLV perfume spray

Kids Say: Why I Love My Mother

Abu Hurayra said, 

"The Prophet was asked, 'Messenger of Allah, to whom should I be dutiful?'

'Your mother,' he replied. He was asked, 'Then whom?'

'Your mother,' he replied. He was asked, 'Then whom?' 

'Your mother,' he replied. He was asked, 'Then whom?' 

He replied, 'Your father.'

From this, we can see the special position that mothers have, which has been indicated by the hadith above. The word translated as dutifulness is in Arabic birr, a word that is also translated as "piety", that is, dutifulness to Allah SWT. Here again, parents (and in particular mothers) are due the same kind of honor in our feelings that we give to Allah SWT, because of what they reflect of His qualities. 

"Kids Say: Why I Love My Mother"

Mother: Karen Abuzahra

I love my Mother because she is the one that carried me for Nine months and took care of me when I was little and my heart was in my Mother so that means that since I was 1 day old I loved my mother. I love my Mother the same way every day.

Ahmad Ammar Abuzahra, 10

Mother: Suraya Abdul Rahman

Dear Umi,

Thank you for being umi

Thank you umi. I love umi because umi take care of me since I was born.When I have a problem, you always know what to do and I want umi to be the best umi ever. I know umi wants me to be Solehah and I will try to become one Inshaallah

Love,

your daughter Husna, 10

Mother: Roslina Bt Ismail

Thank you for take care of me. I love you because you gave birth and you cooked for me. Your cooking is very delicious to me. And you always help me to do homework, I love you very much..

Love from your son 

Iqbal, 9

Mother: Salwana Hassan

I love ummi because you are the most patient person in my life. I love ummi because you bring me into this world. I love ummi because you always take care of me. I love ummi because you are amazing! I love ummi because you did many things  for me and may Allah give you happy life. Happy mother’s day!

Love, your daughter

Maryam Haziqah, 10

Mother: Juhaida Abd Aziz

A note to Ibu,

Ibu, thank you for being my love Ibu and take care of me 10 years  and gave birth

I love you ibu because…

She cooks delicious food and cakes,

She will play with me

She help me..

She read books to me…

She gave birth to me…Happy Mothers Day

Love your son,

Hariz, 10

Mother: Samina Mudge

Thank you for being my mummy. I love very you  much and when I make you cry I am sorry and for every thing I’ve done wrong please forgive me. I love you mum very much you are my best mother Ive ever had. 

Love from, 

Zakia, 9

Mother: Rosiah

A note for my Ummi

Dear Umi, thank you for being my Ummi

I love my mother because

Yo you are a good person that I've ever dream of being

      have taken care of me! 

      Everyday you give me many rezq

      you help me when I have a problem

I l  I love you because you cook delicious food for me.

I LLOVE YOU HAPPY MOTHER'S DAY

Love from your son 

Iddeen, 10

Mother: Thajnisa Begum

I love mak because there is no one like Mak.

I love mak because you buy me good dresses.

I love mak because you cook for me good food.

I love make because you read a very nice story book.

I love mak because you help me do my homework

Happy Mother's Day, may Allah bless you.

Salimah, 11

Mother: Dr. Saadiah

Thank you for being my mom

I luv ummi because she takes care of me

Because ummi takes care of me so much, thank you

Happy Mother's Day!

Hakimi, 9

Mother: Siti Arfah Ahmad

Dear Umi, thank you for being my mom. 

I love umi because you take care of me, 

you give me everything, 

you cook for me abd bring me out for shopping. 

Happy Mother's Day

Love, 

Izzah, 10

Mother: Adilah Ahmidi

My mom is amazing

Thank you for sacrificing so much for me

Thank you for waking me up in the morning just to prepare food for me

Because you are my angel

Then she drives me to school..

After school she’s waiting by the gate..

I eat the yummy food only my mom makes

Im so sorry I’ve been naughty and disrespectful daughter..thank you for taking care of me..

Your daughter,

Damia Irdina, 10

Mother: Noraishah

A note for mama

Dear Mama

Thank you for being my mama

I love mama becsause she takes care of me since I was young

You are the best mom in the the world

You help me when I have problems

You teach me what is good and bad

I hope you have a good life

Love your son

Hilmy, 10

Mother: Azian Kamal

Dear Ibu,

Thank you for being my ibu

I love ibu because you take care of me until I am ten years old.

I love ibu becusae you give me everything I want.

I love ibu because you are the best ibu for my life.

I love ibu because you bring me out for shopping

I love because you give me presents for my birthday

Love,

your daughter  Sakinah, 10

Mother: Salwah Mohd Atil

Dear ummi,

Thank you for being my ummi

I love ummi because you always make me happy

I love ummi because you always cook a very delicious food everyday for me

I love ummi because you are always with me anytime, anyplace

I love ummi because you always take care of me and always solve my problems

I love ummi because you only ummi that I love and I will never forget you!!!!!!!!!!!!!!!!!!!

Love always your daughter 

Safiya Nazeeha, 10

Mother: Siti Eishah

Dear ibu,

Thank you for being my ibu.

I very love you ibu because you help me to the small until big

I very love ibu because you take care of me

I very love ibu because you give me food, toys and drinks

I very love ibu because you are my only ibu in the world

I very so happy because you are with me. I will make doa for you. When I in the problem, you come to help me

Love,

your son Hazim, 10

Mother: Hafia Norsha

Dear mama,

Thank you for being my mama

I love you because you take care of me when I was small until big

I love you because you give me you buy anything that I want

I love you because you give me food

I love you because I always kiss my mother

I love you because if my birthday you willing give a present to me

Love,

your daughter Amira