Tele Sena de Mães focuses on interactive experiences to engage consumers.
Liderança Capitalização, a company belonging to the Silvio Santos Group, is launching its new campaign for Tele Sena de Mães (Mother's Day Tele Sena), one of the brand's main seasonal promotions, with an investment exceeding R$ 4 million and a 360º strategy combining films, activations, and multiplatform distribution.
Developed by the Tele Sena creative team, the campaign focuses on the concept "There's always room for more prizes": just as a mother's heart always finds room for one more, Tele Sena expands its possibilities, with more prizes, more winners, and more chances to win. The proposal reinforces the brand's positioning by connecting affection and reward in a light and accessible way.
Starring presenter Patricia Abravanel, who delivers the narrative with the optimistic tone characteristic of Tele Sena, the film explores the world of a Brazilian family to highlight the unique features of this edition. The Tele Sena piggy bank also features in the campaign, alongside its mother, expanding the characters' presence in digital and print materials.
As part of its engagement strategy, the brand is investing in in-person activations at high-traffic locations. Between May 6th and 10th, the public can check out interactive experiences at Shopping Metrô Itaquera in São Paulo and Minas Shopping in Belo Horizonte. The activities include booths where participants are challenged to capture paper hearts, some of which are prizes such as toiletry bags, water bottles, and exclusive items from the Silvio Santos Group, strengthening the emotional connection of the campaign in a fun way.
“The creativity and closeness to the public, trademarks of Tele Sena, are reflected in this campaign, which combines the fun of participating with the excitement of winning prizes and celebrating one of the most important dates for Brazilian families,” says Renato Terzi, CEO of Liderança Capitalização.
With this campaign, Tele Sena consolidates its proposition of combining entertainment, prizes, and brand experiences to deepen its connection with different consumer profiles and strengthen its presence in the daily lives of Brazilians.
Where to buy
The Mother's Day Tele Sena is available for purchase for R$ 20 in digital format through the website www.telesena.com.br or the app, available on the Google Play Store and the App Store , and in physical format at lottery outlets, post offices, and authorized points of sale. Sales run from April 19th to May 31st, 2026, and the main draws will be held on Sundays, April 26th and May 03rd, 10th, 17th, 24th, and 31st, 2026. Results can be followed on the official Tele Sena website and on SBT's programming.
About Liderança Capitalização SA
Liderança Capitalização celebrated its 80th anniversary in 2025, consolidating its position as one of the leading companies in the sector in Brazil. Part of the Silvio Santos Group and administrator of Tele Sena, the company is beginning a new cycle of growth, focusing on modernizing its management and expanding partnerships. With a renewed team of executives brought in from the market, the company reinforces its commitment to innovation and sustainability. The goal is to expand its portfolio, integrating new capitalization modalities and financial products, maintaining its tradition of trust and connecting with new generations.
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