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Mother Dairy rolls out new Ice Creams campaign #KhushiyonKiParampara

Shreoshree Chakrabarty March 25, 2021
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The country’s leading milk and milk products major, Mother Dairy is targeting consumers across varied age groups with its new Ice Creams campaign #KhushiyonKiParampara. The campaign indulges in favoured flavours of ice creams as it beautifully curates the thought of stimulating togetherness. The newly introduced TVC films aptly depict an Indian household bonding over their love for ice creams and the TVCs are tied to the umbrella proposition of Rishton Ka Swaad Badhaye.

Talking about the new campaign, Mr. 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 relishes the taste buds but also makes occasions memorable. Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, 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 not only capture 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 flavours to choose from.”

The TVCs star leading lyricist of Indian Cinema and National Film Award Winner Swanand Kirkire as the father and Lubna Salim as the mother who is a distinguished TV and theatre artist. Highly acclaimed and renowned filmmaker Director Shoojit Sircar has directed the TVC. The thought of bonding over ice cream has been beautifully and convincingly conveyed in the TVCs along with a persuasive storyline.

He further added, “The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours 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 campaign gets its idea from the people in a family who despite living together are disconnected from each other as they are busy in their own lives leading to gaps in relationships and a certain coldness. This can easily melt with a little warmth and some delightful wholesome indulgence. To bring people together and enjoy all moments of their lives, Mother Dairy Ice Creams melts away the distances. Ice creams are a prime source of indulgence and an integral part of any occasion/celebration and with all kinds of flavourful options & formats, it is often considered as a mood enhancer. So, Mother Dairy Ice Creams dials up the warmth in relationships and brings it to the forefront with its great taste, filled with the goodness of milk and loved with varied flavours. Thus, leading to the inception of the idea “Mother Dairy Ice Creams ke saath khushiyon ki parampara jami rahe“.

THE EXECUTION

The campaign focuses a modern family that gets to spend time together as a family. Amidst the generation gap and busy schedules, you are left with almost no time for family interactions. But this could vanish by sharing a scoop of Mother Dairy Ice Cream and precious moments of togetherness can be cherished. An ice cream eating tradition becomes ritualistic, and everybody looks forward to it and thus maintains it for family’s and self-happiness.

Elaborating on the campaign’s insight, Ms. 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.”

The 6-week long campaign which is targeted to create awareness will also be showcased across print, digital and outdoor mediums and enhance brand affinity for Mother Dairy Ice Creams amongst its consumers across markets while creating a distinct value proposition.

The TVCs can be viewed at:

TVC I:           https://www.youtube.com/watch?v=n-gmXylqYmE

TVC II:          https://www.youtube.com/watch?v=RdNAlz77MUc

TVC III:         https://www.youtube.com/watch?v=HWVQo_QsY2w

 

Brand Credits Agency Credits Production Credits
o Randhir Kumar | General Manager, Marketing, Mother Dairy

o Piyasha Bharadwaj | Manager, Marketing, Mother Dairy

o Ritu Sharda | CCO, Ogilvy India (North)

o Pawan Bhatt | Executive Vice President, Ogilvy India

o  Director | Shoojit Sircar

o  Production House | Rising Sun Films

 

 

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