The idea of Samsung’s ‘Madar Kenare To!’ user participation campaign (Being with you, Mother!) was based on a Persian wordplay as the phrase shares the same pronunciation with Ma Dar Kenare To! (We stand by you!).
We stand by you
From Women’s Day to Mother’s Day, we stand by you!
The combination of the two phrases created a feeling of support and recognition for women, and mothers in particular.
The campaign was taken to heart by the target audience who shared photos of themselves caring for their mothers with Samsung products.