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Mother Dairy levitates young adults with sheer delight

Created by O&M, Gurgaon, the new campaign signals the brand's new philosophy 'happy Food, Happy People'

BestMediaInfo Bureau | Mumbai | April 9, 2014

Mother-Dairy-TVC Click on the image to watch the TVC.

Mother Dairy's new campaign signals its move away from the earlier brand proposition. The campaign which breaks soon has been created by Ogilvy & Mather, Gurgaon, and speaks directly to the youth.

Mother Dairy has for some time been promoting the brand as a mother's favourite with the tagline ‘Ma jaisa koi nahi’. The earlier campaigns spoke about how a mother forgives her child easily, how a lot of demands can be made only to the mother and how only a mother can help one grow into a better human being every single day.

However, the brand has decided that it is now time to target a new consumer group, one that has already been introduced to the brand since their childhood: the youth. To relate to the brand, the tagline has also been changed to ‘Ttaste that lifts you’, focusing more on the lighthearted side of the taste.

Vaibhav Kumar, Chief Marketing Officer, Mother Dairy Fruit & Vegetable, said, “Today the young adult likes to indulge himself in great tasting products. But at the same time he/she is consciously aware of the nutritional benefits that are added to everything that they consume. Mother Dairy offers them great products so that they remain guilt-free while also being assured of quality. The young adult has consumed Mother Dairy Milk and products ever since he has been a child and has grown up with the company which has given him the confidence of great products to stay guilt free and happy.”

The brand has focused on the idea of 'Happy Food, Happy People'. The belief is that Mother Dairy food is full of goodness, health and hygiene. Happy people, on the other hand, are the young generation who indulge in Mother Dairy products, thereby leading to ‘Happy Food, Happy People’. The new imagery of the brand will be effectively supported by BTL activities and social media like Facebook and Twitter through official Mother Dairy accounts and handle.

The TVC beautifully showcases young adults consuming Mother Dairy products; it seamlessly depicts how the taste by Mother Dairy lifts your mood due to guilt free indulgence and makes you happy. It uses lift as the creative execution of happiness. The TVC showcases guilt-free indulgence and it even successfully puts the message across that what you are consuming is healthy. In a matter of 60 seconds the TVC connects with you and makes you want to have that ice-cream, fruit yoghurt, lassi or even that ‘misti doi’ or milk which the young adults are so blissfully consuming.

It opens with people levitating on their own. Friends and passersby stare as people keep rising up, in malls, parks, schools, offices, etc. It is then revealed that all of them are busy eating a Mother Dairy product – be it ice-cream or dahi, milk or lassi. It ends with the voiceover declaring: ‘Mother Dairy: Taste jo kare lift’ (The taste that lifts you).

Ajay Gahlaut, ECD, Ogilvy & Mather, Gurgaon, commented, “Our task was clearcut: give a new face to the brand. And what better way to do that than by giving it a face of sheer happiness. Because that’s the feeling you experience when you have a taste of their delightful range of products. It truly is an uplifting experience, every time.”

The TVC:



Creative Agency: Ogilvy & Mather, Gurgaon

Creative: Vikash Chemjong, Basabjit Majumdar, Chetan Thesia, Randeep Dasgupta

Client Servicing: Jigisha Chawla, Rishi Upadhyay

Planning: Ayan Banik

Production house: RU Films


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