psLIVE brings Mother Dairy and 'Mary Kom' together

The agency has created a campaign 'Mother Dairy Doodh Morning is Good Morning' to drive association between the milk brand and the movie

BestMediaInfo Bureau | Mumbai | September 4, 2014

psLIVE, Dentsu Aegis Network's leading international brand experience agency, has facilitated an association between Mother Dairy milk and 'Mary Kom', a Viacom18 Motion Pictures and Sanjay Leela Bansali production that is directed by Omung Kumar.

With National Award winner Priyanka Chora starring as Mary Kom, the film hopes to instil in every mind the mantra of 'Dil Yeh Ziddi Hai', a spirit that both MC Mary Kom and Priyanka Chopra share and the film commemorates. The agency is known to have worked with all prominent studios across India and has facilitated many successful associations in the past.

Sandeep Ghosh, Business Head, Milk SBU, Mother Dairy Fruit & Vegetable, said, “We are quite excited to be a part of this biopic. It depicts the hard work of Mary Kom and her passion for the sport. The association blends well with our brand proposition which conveys the message of healthy and happy life. The campaign 'Mother Dairy Doodh Morning is Good Morning' fits completely with our vision of waking our audience to experience a fresh and healthy morning with Mother Dairy milk. The association will enable our brand to reach out to the enthusiastic audiences and milk lovers.”

To leverage the integration, the brand is promoting the movie through a co-branded TVC, and radio and digital contests wherein the winners get a chance to meet actor Priyanka Chopra.

Rudrarup Datta, Vice-President - Marketing, Viacom18 Motion Pictures, said, “Mary Kom's passion for the sport and her determination to fight against the odds to become one of India's finest woman boxers will strike a chord with the viewers. Despite embracing the joy of motherhood, MC Mary Kom came back fitter and stronger, as both a boxer and a woman. The film brings together a saga of inspiration, family values and celebrates her never-say-die spirit, leading to an impeccable fit for both the film and the brand. We are delighted to have associated with Mother Dairy milk.”

Sidharth Ghosh, Vice-President, psLIVE, said, “Mary Kom was the perfect fit for Mother Dairy milk and it blends seamlessly, considering the story of the movie and its expected reach. At psLIVE, we are extremely delighted having initiated this integration.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com