Developed by Ogilvy & Mather and filmed by Curious, the campaign highlights the new positioning of “Maa Jaisa Koi Nahi”
BestMediaInfo Bureau | Delhi | October 15, 2012
Mother Dairy, the brand that has been the hallmark of trust, quality and uncompromised service, pays tribute to the most important person in our lives, our mother, through its new TVC. The new campaign, Maa Jaisa Koi Nahi, highlights the pivotal role that a mother plays in our lives. It portrays the unconditional love and care that a mother has towards her child and urges everyone to drink a glass of milk every day to remain healthy.
Developed by Ogilvy & Mather and filmed by Curious, the TVC has been launched pan-India with Hindi, Marathi, Telugu and Tamil edits. The print and social media too are being tapped in different cities across India. Targeting kids across ages, the TVC is an emotional one and knocks you deep inside your heart.
Speaking on the concept of the campaign, spokesperson of Mother Dairy Fruit & Vegetable, said, “The genesis of the communication was borne out of two universal truths about milk: Milk is good for health and that drinking milk daily should be developed as a habit not just for kids but for everyone irrespective of age. Since the time a child is born, mothers play a pivotal role in developing this good habit of drinking milk. It was time to pay a befitting tribute to the millions of mothers of this country who have silently been the pillar of strength and support for their children. For more than 38 years, Mother Dairy has embodied the same values that form the foundation of this relationship by providing pure, quality milk to the doorsteps of lakhs of Indian households. Therein was born our communication idea, out of a simple, age-old truth that we all know of, but somehow fail to acknowledge – Maa Jaisa Koi Nahi.”
The new positioning remembers the selfless love of mothers towards their children. The communication revolves around highly relatable slice of life situations depicting how children take their mother’s love for granted, irrespective of what age they are in. The objective is to gently remind the kids of what all their mothers go through just to keep them happy without ever expecting anything in return. The least they can do in return is to drink a glass of milk today so that tomorrow they can take care of their mothers.
Mother Dairy had a month back also changed the packaging of its milk packets. The new look of village graphics highlights how milk from the farm reaches the consumer’s home. The new brand packaging is both impactful and informative in communicating the brand value to end users. Now with this new TVC coming on air, the brand is aims to trigger the hearts of consumers and go closer to them by making consumption of milk a ritual every morning.