In the recent years, social media on various platforms have played a big role in promotions and marketing. Whether it is fashion, food or movie promotions, these bloggers and social media stars have the power to influence their followers. However, a recent movie partnership on social media shows that it would be wrong to assume that only millennials can be influencers. – the biggest online community of moms from the – has been approached to be one of the promotional partners for Kajol-starrer ‘Helicopter Eela‘, which is scheduled to release on September 7. The group’s members tell us that more than the star, they are thrilled to be associated with the movie because they can relate to its subject – a mother’s journey.
The film features as a doting mother and Bengali actor as her son

Neela Kaushik, founder of GurgaonMoms, tells us that she was approached by Ritu Gorai, who runs (Journey About Mast Moms) in Mumbai, about the proposal to partner with the movie and she happily agreed. “Ritu used to stay in Delhi before shifting to Mumbai and she knew about our group. So, when she told me that her group was one of the promotional partners for the movie and asked if we wanted to be a part of it, I said, ‘Of course!’ We all are Kajol’s fans and this is the story of a single mother who is also an aspiring singer; it is something that we all can relate to. Whenever a movie related to parenting is released, we discuss about it in the group and also plan to call the actors for our events. But this is the first time that we have actually partnered with a movie for their promotional activities,” she says.
Ritu adds that there are six moms’ communities from across the country that are associated with the movie as promotional partners. She says, “I knew about GurgaonMoms so I got them in touch with the movie’s marketing team. The movie talks about parenting and motherhood, which is like the base of our communities. It is logical to have the same community as your promotional partners who are also your target audience.”

Neela Kaushik, the founder of the group, (centre) with other members at a recent event

Subhashini Ramasubramanian, a member of GurgaonMoms, who is part of the community’s core team, adds, “As a community, we have 26K members and we believe that you don’t have to leave your passion and dreams because of motherhood. We also urge the mothers in the community to follow their dreams and passion along with motherhood. When I saw the trailer of the movie, it shows what we as a community believe in.”

Moms’ groups are apt to promote this movie
As promotional partners, GurgaonMoms will be putting posts on their social media handles about the movie. In return, the movie will mention the group in the credits list. “It is a matter of pride for all the community members. The movie is about parenting and who would have been a better audience than us to promote the movie? I am so glad that the movie’s marketing team moved away from the conventional marketing strategy and approached moms’ groups to promote their movie. We, as a community, have already proved our reach on social media, and this partnership is hopefully the first of many,” says Upasana Mahtani Luthra, a core member of GurgaonMoms.

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