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Ray & Keshavan gives new look to Mother Dairy

Back to nature packaging introduced to reflect core brand values of purity and consumer trust

BestMediaInfo Bureau | Delhi | September 5, 2012

Mother Dairy milk, the brand that has been the hallmark of trust, quality and uncompromised service in supplying pure milk at 5:30 AM every morning to Delhi consumers for the last 38 years, has now changed the milk pack with a new exciting look. The new look of village graphics highlights how milk from the farm reaches the consumers home.

The new pack has been designed by leading brand consulting and design company Ray and Keshavan, The Brand Union. Speaking on behalf of Ray and Keshavan, Meeta Malhotra, Director, said, “Mother Dairy is an amazing brand that is loved and trusted by consumers across all demographics. The new milk pack interprets the core promise of purity and trust in an entirely contemporary way. It is always a privilege to work with Mother Dairy because the brand has an Indian heart and soul while meeting the highest global standards of quality.”

An official spokesperson of Mother Dairy said, “Mother Dairy is a brand synonymous with quality, trust, and purity. We wanted to communicate this in our packaging as well. Our new brand packaging is both impactful and informative in communicating our brand value to end users. Setting a new standard in the dairy industry with this packaging change, we are confident that these products will be enthusiastically received by our consumers. Consumer research shows that villages are synonymous with purity. We have taken this insight and brought it alive in our packaging.”

Mother Dairy milk is available in six variants which are differentiated on the basis of colour. In order to avoid any confusion among consumers, the new packs will be available in the same colour for all the variants but with the new design. This packaging change is prevalent across all regions where Mother Dairy milk is available, namely, Delhi-NCR, Mumbai, Hyderabad and Chennai.

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