Given the increasing preference for all things organic and natural, Mother Dairy has introduced its new ‘Fruit Classic’ range of ice creams. The launch is being supported by a comprehensive campaign across television and outdoor, including on-ground activities. The campaign seeks to establish the Mother Dairy Fruit Classic range of natural ice creams as a premium range with the goodness of fruit. A TVC conceptualised by Saatchi & Saatchi has gone on air to carry forward this campaign.
Paul Thachil, CEO, Mother Dairy, said, “Our research showed that consumers increasingly preferred natural products across categories and hence, the launch of the ‘Fruit Classic’ ice cream range. The range is truly distinctive and will help us redefine the premium ice cream market in India. This summer, as IPL has become a key vehicle of entertainment across age groups, we have introduced our Fruit Classic range through a TVC.”
Taking the animation route, the TVC depicts ‘birds of heaven’ carrying juicy strawberries and dropping them in the river of cream, which pours into the tub of Fruit Classic ice cream. Film ends with the couple enjoying the goodness of this natural ice cream accompanied by a voice over: “Made by Mother Nature. Brought to you by Mother Dairy”.
Sanjib Dey, EVP & Branch Head-Delhi, Saatchi & Saatchi, said, “We always wanted to break the category cliché of depicting ice creams in a typical manner. When Mother Dairy came up with this lovely range of natural ice cream, it was the right opportunity to stand out and come up with the creative proposition of biting into a piece of nature.”
Mother Dairy is the market leader in the ice cream segment in Delhi and the NCR. The company has also strengthened its position in other markets such as Jaipur, Ludhiana, Amritsar, Jalandhar, Chandigarh, Mohali, Lucknow, and Kanpur, among others. Last year, it expanded to Mumbai and Kolkata. With this, the company claims to have around 14 per cent share of the total organised ice cream business.
The entire Fruit Classic range is being promoted via television and extensive outdoor campaigns, along with some innovative merchandise at point of purchase. Under its retail promotion programme, Mother Dairy has tied up with leading modern retail format stores and high footfall areas to promote this range. The company has also initiated an innovative retail promotion exercise across Delhi, Kolkata and Mumbai.