Mother Dairy launches media campaign on ice creams

Mother Dairy, the country's leading milk, and milk products major, is rolling out a new ice cream campaign, #KhushiyonKiParampara targeting consumers across varied age groups. The campaign beautifully curates the thought of stimulating togetherness and family bonding while indulging in favored flavors of ice creams. The newly introduced TVC films are tied to the umbrella proposition of Rishton Ka Swaad Badhaye and aptly depict an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual.

Talking about the new campaign, Sanjay Sharma, business head – Dairy Products, Mother Dairy, said, "Ice creams as a category has always been a protagonist of delightful times which not only relish the taste buds but also makes occasions memorable. We have attempted to capture those celebratory family moments over ice creams through our new campaign, which are more like a ritual. Over the last couple of months, we have noticed that the in-home consumption of ice creams has surged, and people, with the prevailing outside conditions, are spending quality time with their loved ones. Hence, as a brand, we see an opportunity to capture not only the mind share of our consumers but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavors to choose from."

Filmmaker Director Shoojit Sircar has directed the TVCs. In contrast, the lead roles have been played by lyricist of Indian Cinema and National Film Award Winner Swanand Kirkire as the father and distinguished TV and theatre artist Lubna Salim as the mother. Together they have convincingly conveyed the thought of bonding over ice cream in a persuasive storyline.

He further added, "The newly launched TVCs aptly captures the essence of family bonding and love for unique flavors from varied age groups and yet coming together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye. I am confident that our consumers and viewers will relate to an engaging storyline on togetherness curated by renowned artists and directors."

Campaign idea

The idea of the new campaign revolves around the fact that often people in a family, despite living together, are disconnected from each other as they are busy in their own lives. This leads to gaps in relationships, and a certain coldness creeps in, but all it needs is a little warmth and some delightful wholesome indulgence to mend this. Mother Dairy ice creams melt away the distances to bring people together and enjoy all moments of their lives. Ice creams are often considered as a mood enhancer as it is a prime source of indulgence and an integral part of any occasion or celebration with all kinds of flavorful options and formats. So, Mother Dairy ice creams, with their taste, filled with the goodness of milk and loved with varied flavors, dials up the warmth in relationships and brings it to the forefront. This, leading to the inception of the idea "Mother Dairy ice creams ke saath khushiyon ki parampara jami rahe".

The execution

The campaign is centered around a modern family that realizes very few instances when everyone gets to spend time together as a family. Factor in busy schedules, generation gap, and you are left with almost no time for family interactions. But what if sharing a scoop of Mother Dairy ice cream could create those precious moments when everyone comes together? An ice cream eating tradition that everyone in the family looks forward to. So much so that it becomes ritualistic, and you will do anything to maintain it for your family's happiness and yourself.

Elaborating on the campaign's insight, Ritu Sharda, chief creative officer, Ogilvy India (North), said, "We all have our own family traditions, and the moments celebrated with family are the most endearing to all of us. In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over-indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."

According to the press note, the six-week-long campaign will also be showcased across print, digital and outdoor mediums and is targeted to create awareness and enhance brand affinity for Mother Dairy ice creams amongst its consumers across markets while creating a distinct value proposition.