Zakir Khan remembers his mom's cooking in a heart-warming campaign for Mother Dairy

The film, a part of the brand ongoing campaign 'Rishton Ka Swad Badhaaye', is executed in coordination with Wavemaker India

e4m by exchange4media Staff
Updated: Apr 28, 2020 8:17 AM
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Mother Dairy, the milk and milk products major in India has associated with the famous writer, presenter, actor, and stand-up comedian Zakir Khan for their ongoing campaign ‘Rishton Ka Swad Badhaaye’.

During the current lockdown, while few are enjoying with their family and savouring home-cooked food, there are others who are not able to meet their families and missing them. Sharing this feeling of being alone, doing household work and missing ‘Maa ke Haath ka Khaana’ made with Ghee and lots of love, Zakir Khan in his latest video brings forward the nostalgia of being together with his mother.

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Maa ke haath ka khaana #Repost @zakirkhan_208 (@get_repost) ・・・ #rishtonkaswadbadhye #ekchamachswadka #motherdairyfreshdelights @motherdairyfreshdelights

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The video is a personal expression of Zakir but a reflection of emotions of many away from home. Missing the flavour of food prepared by Mom, feeling guilty for not learning the household chores, and being sorry for not thanking mother for her selfless love and care, Zakir takes the listeners on a heart-warming journey. 

Thanking Zakir Khan for his beautiful verse, Sanjay Sharma, Business Head – Dairy Products, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “Coronavirus and lockdown is more of an emotional challenge especially for those away from home. In light of these troubled times, I am grateful to Zakir Khan for coming forward and associating with Mother Dairy. We are thankful to his expertise in communication, acting, and expression that has increased the campaign engagement significantly.”

 The video has been conceptualised by Mother Dairy and is being executed in coordination with Wavemaker India. These times of lockdown/pandemic where we are confined at our homes, we have realised the importance of being together with family more than ever. This has made us feel blessed to have such a protective yet loving childhood. Food bring everyone together and created fond memories. We wanted this thought to blend in with our core proposition ‘Rishton Ka Swaad Badaye’, and how ghee ki Khushboo reminds us of ‘Maa Ke Haath Ka Khana’ in these times.

Speaking about this campaign Ajay Gupte, CEO – South Asia, Wavemaker said, “During the current lockdown scenario while some of us may be slightly better equipped, there are many who are struggling to put together a decent meal. One of first things we dearly miss during such tough times is Maa ke Haath ka Khana. The team has beautifully captured this emotion of mother's unconditional love with this excellent campaign for Mother Dairy. We are grateful to Mother Dairy for partnering with us and inspiring the team to come up with this idea.”

 This video campaign is live on Instagram and Facebook on Mother Dairy Fresh Delights page. The success and effectiveness of the campaign is reiterated by the engagement it received in a short span, crossing 30,000 and 3 Lakh views on Facebook and Instagram respectively. The video has crossed 3.35 Lac views across all official channels and the campaign #RishtonKSwaadBadaye is trending on twitter.

 Mother Dairy launched the campaign ‘Rishton Ka Swaad Badaye’ as a testament to the fact that Mother Dairy’s dairy products offers you the quintessential delightful refreshing taste that prolongs the time spent with friends and loved ones.

 Going with the globally accepted fact that food is an ultimate social agent which has the power to bring people closer and together, and that time spent with family and friends becomes much more special and endearing, Mother Dairy strives to bring these values to its consumers through its range of healthy & delightful dairy products.

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