Mother Dairy salutes motherhood

Mother Diary uses a mix of TV, social media & BTL activities for its new campaign as it moves from the health peg to touch an emotional chord

e4m by Shree Lahiri
Updated: Oct 30, 2012 8:20 PM
Mother Dairy salutes motherhood

Mother Dairy’s new marketing campaign, ‘Maa Jaisa Koi Nahi’, highlights the pivotal role that mother plays in our lives. The latest campaign moves from the health peg to touch an emotional chord by portraying the unconditional love and care that a mother has towards her child.

Mother Dairy had recently changed its packaging. The new look with village graphics highlight the journey of milk – from the farm to consumers’ homes. Amitava Mukherjee, Business Head, Milk Division, Mother Dairy, explained, “We changed our packaging design to connote our core values of trust, quality and purity. In today’s scenario, a consumer is more inclined towards what’s fresh and pure and we have adopted some elements which denote freshness, purity and hygiene in fresh milk.”

New positioning – a treat to motherhood
The new positioning is a tribute to motherhood and the communication revolves around relatable life situations depicting how children take their mother’s love for granted, irrespective of their age. The objective is to gently remind the kids of what all their mothers go through just to keep them happy, without ever expecting anything in return.

Developed by Ogilvy & Mather and shot by Curious, the TVC has been launched pan-India with Hindi, Marathi, Telugu and Tamil edits.

The brand is already present outside Delhi in cities such as Mumbai, Hyderabad, Chennai, Ongole, Tirupathy, parts of UP, Chandigarh, Panchkula and some other parts of Haryana.

Speaking about the marketing budget, Mukherjee informed that it has been “optimally kept” as per the requirements this year. “Since we wanted to do a TV commercial this year, the budget has been on the higher side compared to last year,” he said, without revealing a figure.

The brief
Keeping in mind the basic fact that milk is a core consumption category consumed by all population strata and income strata, the brief was to highlight the fact that milk also helps create a strong bond between mother and child. “All of us can fondly recall the morning glass of milk our mums used to give us before we caught the school bus. At Mother Dairy, we wanted to celebrate the special bond between a mother and child,” said Mukherjee. For more than 38 years, Mother Dairy has embodied the same values that form the foundation of this relationship. “Since we are now present outside Delhi as well, we wanted to take this thought across India through a TVC and encourage drinking Mother Dairy milk, which has won the trust of millions of mothers through the ages,” he added.

Speaking on the campaign, Abhijit Avasthi, National Creative Director, O&M, shared that an emotional platform was created for the ad, recognising the unconditional love and acknowledging what mothers do for kids. “There’s also the message to stay healthy, so that you can later look after your parents; and that’s the least you can do for them,” he added.

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