Confirmed sources reveal that Mother Dairy is on the lookout for a media partner for three brands - Mother Dairy, Safal and Dhara. The account-size is estimated to be worth Rs. 10 crore and there are around six agencies in the fray.
Mother Dairy was in the news in August 2003, when the creative responsibility of the entire Mother Dairy product portfolio was transferred to Saatchi & Saatchi. At the time, the four-way pitch included Lowe, Contract Advertising and JWT. The account was earlier with Interface, the sister concern of FCB Ulka and the basket comprised Mother Dairy milk, flavored milk, ice cream, butter, curd, lassi (buttermilk) and paneer (cottage cheese) . The creative account of Safal is currently handled by Interact Vision and Dhara is with Mudra Communications.
As a step to enhance its equity and communication, Mother Dairy has been making a conscious effort to tie-up with various state federations. Kerala Cooperative Milk Marketing Federation (Milma) has already tied up with Mother Dairy Foods to promote Milma milk and its milk-based products. It is being done through a joint venture company called Mother Foods, in which Mother Dairy holds 51 per cent stake, while Milma holds the rest of the equity. Milma is responsible for the procurement, processing and packaging of milk and milk products in the state, while the joint venture company is in charge of marketing these products.