Mother Dairy targets young adults with new TVC and proposition

Conceptualised by Ogilvy & Mather, Gurgaon, the new TVC with the tagline ‘Taste That Lifts You' celebrates the dairy product range

e4m by exchange4media Staff
Updated: Apr 8, 2014 7:56 AM
Mother Dairy targets young adults with new TVC and proposition

Milk and Dairy products major Mother Dairy is about to unveil its new campaign and corporate tagline of ‘Happy food Happy People’ targeting young adults. The new TVC in addition also celebrates the dairy product range of the organisation with the new tagline of ‘Taste That Lifts You’. The TVC is a big step by Mother Dairy which, after creating a space and strong relationship with every Indian family and consumer - be it moms, dads, children, grand-moms & grand-dads and which will continue for times to come. Mother Dairy now makes a move to create a relationship with YoungAdults – The new and emerging consumers of Young India.

Speaking on the campaign and the new relationship that Mother Dairy is out to create, Vaibhav Kumar, Chief Marketing Officer, Mother Dairy, said, “Today the young adult likes to indulge himself in great tasting products. But at the same time he/she is consciously aware of the nutritional benefits that are added to everything that they consume. Mother Dairy offers them the great products that they remain guilt free while also being assured of quality. The young adults has consumed Mother Dairy Milk and products even since he has been a child and has grown up with the Company, which given him the confidence of great products to keep guilt free and happy.”

The TVC showcases young adults consuming Mother Dairy offerings, it seamlessly depicts how the taste by Mother Dairy lifts your mood due to guilt free indulgence and makes you happy. It uses lift as the creative execution of happiness. The TVC showcases guiltfree indulgence and it even successfully puts the message across that what you are consuming is healthy. In a matter of 60 seconds the TVC connects with you and makes you want to have that ice-cream, fruit yoghurt, lassi or even that misti doi or milk which the young adults are so blissfully consuming.

The campaign has been conceptualized by Ogilvy & Mather, Gurgaon, while the production has been executed by RU Films.

According to Ajay Gahlaut, ECD, Ogilvy & Mather, Gurgaon, “Our task was clear cut – give a new face to the brand. And what better way to do that than by giving it a face of sheer happiness. Because that’s the feeling you experience when you have a taste of their delightful range of products. It truly is an uplifting experience, every time.”

The new imagery of the brand will be effectively supported by BTL activities and social media like Facebook and Twitter through official Mother Dairy accounts and handle

Watch the ad here:

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