Conceptualized by Mother Dairy, the campaign videos have been created by Green Bench Media and are being executed by WATConsult. Hark Singh’s story went viral the day the video was released to salute war heroes who still serve the nation
BestMediaInfo Bureau | Delhi | February 19, 2016
Milk and milk products major Mother Dairy gave civilians a chance to get familiar with the heroes of our country through a digital campaign #HeroNextDoor. The campaign, launched on Republic Day, is a testament to the fact that close to 800 Mother Dairy milk booths in Delhi and NCR are run by ex-military officers.
Mother Dairy was established under the ‘Operation Flood’ programme and is a wholly-owned subsidiary of the National Dairy Development Board (NDDB). The campaign, conceptualized by Mother Dairy, consists of a series of videos depicting the never-heard-of stories of these war heroes that continue to serve the people of this nation even today. The videos have been created by Green Bench Media and are being executed in a timely manner by WATConsult, a full service digital agency from the Dentsu Aegis Network, which is also working on a 360-degree approach for this campaign.
The heart-warming video got more than five lakh views in the first day of its release. To accelerate its reach, Mother Dairy took the video to its Facebook and Twitter pages. The first video depicts Army Commando Hark Singh, who served in the Kargil war in 2000, before retiring three years later. Commando Singh served in the Indian Army for 28 years and is now happily running a Mother Dairy booth.
In the video, Singh says that the Army taught him to serve the nation and that is what he was still doing, albeit in the company of his wife – visible by his side in the video. The campaign consists of a series of videos depicting stories of war heroes who continue to serve the nation in civilian attire.
Sandeep Ghosh, Business Head - Milk, Mother Dairy Fruit & Vegetable, said, “At Mother Dairy, we are always committed to the welfare of society at large. We are immensely proud to have heroes like the farmers who provide for us and the ex-servicemen who manage all the 800 Mother Dairy Milk Booths in Delhi/NCR as part of our family.”
“Through this unique campaign, we aim to showcase how these soldiers have served the people of this country in the past and continue to do so faithfully even after their retirement,” Ghosh added. “This campaign has been initiated to engage consumers with the brand and know more about their next door war hero – the Mother Dairy booth operator who has fought for them.”
Elaborating on the campaign, Rajiv Dingra, Founder and CEO, WATConsult, said, “Designing a campaign for Mother Dairy is always an emotional journey for us at WATConsult. When the brand team told us about ex-military officers running the booths, we immediately thought of spreading the word about it. We released Commando Hark Singh’s video and the social accounts of the brand started flooding in with patriotic responses. After receiving an overwhelming response by the netizens, we are now working on the next phase of the campaign.”
Brand: Mother Dairy
Client team: Abhijit Poddar, Marketing Head, Milk
Video production house: Green Bench Media
Digital agency: WATConsult
Founder & CEO: Rajiv Dingra
Group Account Managers: Sahil Shah, Manika Juneja
Lead Account Manager: Shanu Jain
Social Media team: Niraj Jain, Aditya Verma, Aarya Sha, Percy Karat
Art Team: Pallavi Vengurlekar, Tyson Rodrigues