In the wake of a multi agency pitch, Ogilvy India has bagged the creative duties of the milk and dairy products of Mother Dairy. Company sources have confirmed the development to exchange4media. The incumbent on the business is Saatchi & Saatchi. Industry sources peg the business in the vicinity of Rs 15 crore. Madison Media continues to be the media agency for the complete Mother Dairy business.
As is known, Mudra handles the Safal and Dhara edible oil brands from Mother Dairy.
Mother Dairy Delhi was set up in 1974 under the Operation Flood programme. It is now a wholly-owned company of the National Dairy Development Board (NDDB). 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. In 2007, it expanded to Mumbai and Kolkata. With this, the company claims to have around 14 percent share of the total organised ice cream business.