Wavemaker & Mother Dairy tie up to launch #RishtonkaCelebration campaign

As part of the campaign, Mother Dairy also partnered with Radio City’s popular breakfast show Suno Na Dilli with RJ Ginnie

e4m by exchange4media Staff
Updated: May 21, 2020 12:08 PM
RJ Ginnie for Mother Dairy Campaign

Celebrating special moments during the on-going global pandemic may not be easy but it is the new normal for most of us. After the success of its recent campaign Maa Ke Haath Ka Khana, Mother Dairy wishes to spread smiles by encouraging people to cherish their special moments even during the lockdown.

Along with its media partner Wavemaker, Mother Dairy conceptualised a radio social and digital campaign #RishtonkaCelebration, urging people to not miss out on their special occasions, especially those who are staying alone during the lockdown. As a part of Radio City’s on-air campaign RJ Ginnie, through her popular breakfast show, Suno Na Dilli urges Delhiites to send in their #Rishtonkacelebration stories and share how are they celebrating the special day. Everyday 1 winner is selected basis the story and Radio City and Mother Dairy send them a Mother Dairy special ice cream cake at their homes to add in their celebration.

Mother Dairy also took this initiative a notch higher by offering an expression of gratitude to the frontline workers across Delhi -NCR who are ensuring the safety of our citizens during these tough times and toiling in this sweltering heat, away from their families.

Speaking on these initiatives, Mansi Datta, Managing Partner, Wavemaker India said, “Mother Dairy has been embracing these tough times by acknowledging and extending its warmth and support to consumers. During these testing times, all we need is that extra cushion of love and support. We are extremely delighted to work with Mother Dairy and bring out such beautiful campaigns.”

Commenting on the idea of the campaign Sanjay Sharma, Business Head – Dairy Products, Mother Dairy said, “The lockdown has hit us emotionally too and being a consumer-conscious brand we took it as a responsibility to maintain smiles on the face of consumers as before. The idea behind this campaign is to spread positivity and happiness during this tough time and what is better than food. The celebrations should continue, people should enjoy their special occasions.”

Kartik Kalla, Chief Creative Officer, Radio City said, "Radio City has always been a torchbearer for the benefit of the city and citizens. Currently, we are all facing tough times, and are stuck at home also celebrations have taken a back seat due to the nationwide lockdown. Radio City’s association with Mother Dairy through #Rishtonkacelebration campaign ratifies the fact that for us our listeners and their happiness has always been a priority. We are elated to be associated with Mother Dairy and spread a smile and a positive vibe amongst Delhiites.”

In its endeavour to provide convenience and excellent customer experience, Mother Dairy has launched an AI-based WhatsApp bot wherein users can directly message to know the nearest location to enjoy Mother Dairy ice-cream cakes in their vicinity. This was laser targeted to people who were celebrating their special days during lockdown across Delhi NCR via digital/Social with Facebook/Insta/Search/SMS/Emails

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