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Tag: Mother Dairy

  • Wavemaker and Red FM have partnered the conceptualisation as well as the execution

    Mother Dairy unveils new ad for Rocket Ice Cream Chocolate

    By A Correspondent

     

    Mother Dairy Ice Creams along with Wavemaker and Red FM has conceptualised and executed  the brand’s latest campaign for Rocket ice cream chocolate.

     

    Speaking on the initiative, a Mother Dairy spokesperson said: “It has been our constant endeavour to introduce enticing ice cream flavours to our consumers to keep them delighted throughout. This year has been no different with the launch of a unique Ice Cream Chocolates category under the new brand Rocket. To engage and excite the imagination of young target audience our creative partner Ogilvy has created an awkwardly cute and adorable inter galactic alien-Neila as the brand mascot. Here is a fun piece of Neila trivia, the name Neila isn’t just derived from the alien’s color as referred to the color Blue in Hindi, but it is also the word Alien spelt in reverse – Neila.”

     

    Added Karthik Nagarajan, Chief Content Officer, Wavemaker India: “Our work is only as innovative as our clients and partners. Adaptive marketing is all about brands understanding popular culture and becoming a part of it seamlessly. Neila is a playfully innovative way of using meme marketing to cut through the clutter and making the brand endearing to the customer. Mother Dairy has always been supportive of contemporary campaigns that drove us to design this fun campaign along with our partner Red FM”.

     

    Commenting on the association, Nisha Narayanan, Director and COO, RED FM and Magic FM, said: “An innovative product needs an innovative campaign and we are happy to be associated with Mother Dairy for the launch of Rocket, Ice Cream Chocolate. The thought behind this campaign was to create more conversations and playfulness around the newly launched product by Mother Dairy.”

     

     

  • … to launch #RishtonKiImmunity

    Mother Dairy collaborates with Wavemaker & Radio City

    By A Correspondent

     

    The recently launched butterscotch flavoured Haldi Milk by Mother Dairy is being promoted by Wavemaker in collaboration with Radio City via the campaign #RishtonKiImmunity.

     

    Elaborating on the association, Sanjay Sharma, Business Head-Value Added Products, Mother Dairy said: “As a customer centric organisation it has been our constant effort to bring out products that are aligned to the needs of consumers and our latest offering of Haldi Milk reaffirms our commitment. While the product has been an instant hit our campaign #RishtonKiImmunity too has struck the right chord with our target group. The relationship of mother and a child has beautifully encapsulated the caregiving nature of a mother while keeping up the taste preferences of her child. The campaign also helped us on building up the momentum by engaging consumers from all spheres.

     

    Added Mansi Datta, Managing Partner, Wavemaker India: “Mother Dairy stands for its values of trust, care, love and warmth and they are also cognisant of the demands of today’s scenario – saluting their truly innovative product offering, bottled Haldi Milk that aims to improve immunity in such times. We, at Wavemaker, understand their values and conceptualised an interesting initiative around #RishtonKiImmunity, that captures the beautiful bond of mother and child while convincing the importance of super foods. I am sure this campaign will resonate with consumers very strongly”.

     

    Said Kartik Kalla, Chief Creative Officer, Radio City: “We are glad to associate with Mother Dairy for the #RishtonkiImmunity campaign. Radio City has always taken a step forward for the benefit of the city and its citizens. With the current situation due to the pandemic, Immunity boosting is one of the most important factor to protect oneself from covid. We are certain that through this campaign we will able to spread in the vibe of positivity, hope and happiness amongst Delhiites”.

     

     

  • Collaborates with Radio City’s popular breakfast show Suno Na Dilli

    Mother Dairy & Wavemaker conduct #RishtonKaCelebration

    By A Correspondent

     

    Mother Dairy Wavemaker 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 urged Delhiites to send in their #Rishtonkacelebration stories and share how are they celebrating the special day.

     

    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.”

     

    Added Sanjay Sharma, Business Head – Dairy Products, Mother Dairy: “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.”

     

    And this is what Kartik Kalla, Chief Creative Officer, Radio City said: ”Radio City has always been a torch bearer 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 the video, Khan shares the feeling of being alone and missing ‘Maa Ke Haath Ka Khaana’ during the current lockdown’

    Mother Dairy gets stand-up artist Zakir Khan to share lockdown message

    By A Correspondent

     

     

    https://www.instagram.com/tv/B_PaVRCJlNT/?igshid=1709ui34a26qh

     

    Mother Dairy has associated with writer, presenter, actor, and stand-up comedian Zakir Khan for its 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. The video is a personal expression of Zakir but a reflection of emotions of many away from home.

     

    Said Sanjay Sharma, Business Head – Dairy Products, Mother Dairy Fruit & Vegetable: “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 co-ordination with Wavemaker India.

     

    Speaking about this campaign Ajay Gupte, CEO – South Asia, Wavemaker added: “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.”

     

     

  • The new TVC is in continuation to the earlier campaign launched in March 2016 and features renowned Bollywood Actor Radhika Apte with a new twist

    Mother Dairy unveils new ‘Dailycious’ campaign

    By A Correspondent

     

    Mother Dairy Fruit and Vegetable (MDFVPL) launched the second phase of its dairy whitener brand – Dailycious with a new television campaign. The new TVC is specially targeted for consumers across the regions of West Bengal and Assam. The TVC features Bollywood actor Radhika Apte as the leading lady in her new facet of life and has been conceptualised by Ogilvy.

     

    The first TVC, released a few months ago, was centred on the couple as newly-weds beginning their journey together. The second TVC, which is in continuation of their life ahead, takes the plot further with an interesting new surprise. While the couple still remains central to the TVC’s theme, this time the audience will get to see a different facet of the couple’s life as the wife’s mother-in-law enters the picture.

     

    Speaking on the campaign, Subhashis Basu, Business Head – Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we always endeavour to bring out products that offer best in class experience with trust, quality and purity. As part of our East India focus addressing to specific needs of consumers, we introduced Dailycious, the dairy whitener brand offering solutions with right mix of colour, taste, miscibility and cuppage. Over the period, this connect has established our presence in the region and to further strengthen the association, we are now launching a new phase of our Dailycious campaign taking the thought forward. I am confident that the new campaign will appeal to masses and enhance brand’s engagement with consumers.”

     

    The TVC opens on the couple at the dining table, with the wife serving morning tea to her husband and mother-in-law. While serving tea, the wife asks her husband to show the newly bought shoes to her mother-in-law, attracting a witty and muted response from husband, whereas mother-in-law is taken a back in surprise. The mother-in-law then tries to search the new shoes on her son’s feet under the table with a feeling of apprehension, but is unable to find them underneath. She then goes on to take a sip from her tea and finds an unexpected pair of red toddler shoes before her sight. Amazed by the little pair of shoes, the mother-in-law then looks towards her son in-order to confirm the thought of becoming a grandmother. Her son in return confirms the same with a smile. She further looks towards her daughter-in-law to confirm the news, to which she happily nods in agreement. The entire moment becomes more cheerful when both hug each other celebrating the occasion. This exchange between them creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the goodness of Mother Dairy Dailycious dairy whitener.

     

    “The second TVC from the two ad film campaign takes the conversations and stories around the all-important cup of tea to a new dimension, reiterating our big idea that a well-made cup of tea can infuse magic into everyday moments. The goodness of Mother Dairy Dailycious Dairy Whitener enhances the tea experience, which has been captured in this endearing spot featuring the talented RadhikaApte.” added Ajay Gahlaut, Executive Creative Director, Ogilvy India.

     

    The TVC went on air from September 5 and will also be available on YouTube and other digital channels. The campaign is Mother Dairy’s one of the leading initiatives towards developing a regional approach in Bengali and Assamese. The newly launched campaign will be supported by a series of initiatives involving a 360-degree approach spanning across print, radio, digital and BTL activities.

     

     

  • The brand is strongly making inroads to reach out to masses across the East and North-East regions by offering quality with consistency and convenience

    Mother Dairy highlights special moments for Dailycious

    By A Correspondent

     

    Over the years, Mother Dairy has successfully diversified its portfolio catering to variety of consumer needs and is in the process of expanding its reach across geographies. With their recent foray into the ambient dairy category with the launch of dairy whitener – Dailycious, the brand is strongly making inroads to reach out to masses across the East and North-East regions by offering quality with consistency and convenience.

     

    Moving ahead the brand is in the process of launching a dedicated campaign for the category led by a TVC in a special way where Bollywood actor Radhika Apte is featured as the leading lady. The campaign dubbed as ‘Make Special Moments Magical’ is a two-film campaign, conceptualised by Ogilvy. The TVC is centred on a young couple who is setting out on their journey of life after being wed recently. The second film, scheduled for release later in the year, takes the plot further with an interesting new surprise. While the couple still remain central to the TVC’s theme, the audience will get to see a different facet of the couple’s life.

     

    The TVC will be aired starting from March 17, 2016 and will also be available on YouTube and other digital channels. The campaign will be Mother Dairy’s first initiative towards developing a regional approach in Bengali and Assamese language.

     

    The TVC opens on the couple who is about to retire for the night, when the wife portrayed by Radhika Apte asks her husband with the apprehension & coyness of a newlywed bride, if he would prefer his morning tea at 7am? The husband who is busy reading a book in bed, responds to her in an unpretentious manner. The next morning the wife wakes up at 7:10am and realizes that her husband is already out of bed, when all of a sudden he surprises her by bringing the morning tea and banters with her for being 10 minutes late. This exchange between the two creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the purity & goodness of Mother Dairy Dailycious dairy whitener.

     

  • Mother Dairy milk has changed its milk pack with a new exciting look. The new look of village graphics highlights how milk from the farm reaches the consumer's home

    Mother Dairy milk revamps packaging

    By A Correspondent

     

    Mother Dairy milk has changed its milk pack with a new exciting look. The new look of village graphics highlights how milk from the farm reaches the consumer’s home.

     

    The official spokesperson for Mother Dairy said, “Mother Dairy is a brand synonymous with quality, trust, and purity. We wanted to communicate the same approach in our packaging as well. Our new brand packaging is both impactful and informative in communicating our brand value to end users. Setting a new standard in the dairy industry with this packaging change, we are confident that these products will be enthusiastically received by our consumers. Consumer research shows that villages are synonymous to purity. We have taken this insight and brought it alive in our packaging.”

     

    Mother Dairy milk is available in six variants which are differentiated on the basis of color. In order to avoid any confusion among consumers, the new packs will be available in the same color for all the variants but with new design. This packaging change is prevalent across all regions where the Mother Dairy milk is available viz. Delhi-NCR, Mumbai, Hyderabad and Chennai.

     

    The new pack has been designed by South Asia’s leading brand consulting and design company named Ray and Keshavan, The Brand Union. Speaking on behalf of Ray and Keshavan, Meeta Malhotra, Director, says ‘Mother Dairy is an amazing brand that is loved and trusted by consumers across all demographics. The new milk pack interprets the core promise of purity and trust in an entirely contemporary way. It is always a privilege to work with Mother Dairy because the brand has an Indian heart and soul while meeting the highest global standards of quality.’

     

  • Flavoured and frozen yogurt is a new food category to India. The market for yoghurt of all types is pegged at almost Rs2,500 crore

    Can flavoured & frozen yogurt replace the good ol’ dahi?

    By Preethi Chamikutty

     

    Dahi that went abroad and came back. That’s how Swati Jain chooses to describe the latest flavour of the season: frozen and flavoured yoghurt.

     

    “Flavoured is just a nomenclature,” said the head of marketing at Danone India, which recently forayed into the frozen category after debuting with the flavoured variety. Danone isn’t the only brand taking this more contemporary form of good old curd, or dahi, pan-India. Go Dahi, a frozen yogurt brand launched by Parag Milk Foods two years back, is now available in Mumbai, Pune and Bengaluru.

     

    And it has plans to enter North India. So what about east India then?

     

    “Kolkata already has mishti doi!” says Devendra Shah, chairman, Parag Milk Foods very matter-of-factly. He goes on to say mishti doi is quite entrenched in West Bengal and making consumers there switch to frozen/flavoured yoghurt could be difficult.

     

    It’s not just Kolkata that has a local variant of curd; Maharashtra has shrikand, Punjab lassi, Kerala taire and Tamilians still swear by curd rice.

     

    Flavoured and frozen yogurt is a new food category to India, just two years young. The market for yoghurt of all types, including flavoured, frozen and regular curd, is pegged at almost Rs2,500 crore by euromonitor International – and one that grew 35 per cent in 2011.

     

    Clamouring for a scoop of the action are a clutch of brands, from Parag Milk Foods’ Go and Amul Flaavyo of the Gujarat Cooperative Milk Marketing Federation (GCMMF); to Nestle Real Fruit Yoghurt, Mother Dairy Yoghurt and Danone Cremix Yoghurt. The second set in this space include retails brands like Cocoberry, Red Mango, Kiwi Kiss and Yogurberry which sell flavoured/frozen yoghurt through exclusive outlets that only stock the respective brands.

     

    Most non-retail brands are using modern trade, institutions, college, school and office canteens, airlines, five-star hotels and independent kiosks to reach out to its potential consumers. Danone is also looking at kirana stores to reach customers and Jain says they provide Danone coolers to shops for stocking products. The target customers are young, urban and health-conscious people. Ms Jain of Danone points out: “Women tend to pick it up more than men, as psychographically they are more health conscious than men.”

     

    Adds GCMMF managing director, RS Sodhi: “This is a new product category being adopted by middle and upper middle class people who are health-conscious.” Nestle is trying to position its yoghurt as an ‘anytime nourishing snack.’ Kumaran Nowuram, general manager – dairy, Nestle India, says: ” Consumers consider flavoured yoghurt a western concept and, as they do not quite understand it, there really is no specific consumption pattern yet.” Nestle Real Fruit yoghurt has been available in the market for the past few years and the brand will soon add Junior Daheez (for children) and Fruit Daheez to its portfolio.

     

    These are still early days of trial and error. For instance, Go has withdrawn its banana variant for lack of adoption. Mango, strawberry and pineapple variants, which are common to all brands, are finding takers. Mother Dairy also has yoghurt in raspberry, blueberry and plum flavours.

     

    Munish Soni, DGM marketing at Mother Dairy’s dairy products division, says blueberry is quite popular among its customers. The retail brands have a larger range of flavours – as many as eight in the case of Cocoberry. Cocoberry also offers the largest pack size of 300 gm and even provides the option of home-delivery. Go, says Shah, will soon launch a 400 gm pack.

     

    The way forward clearly is to grab share from other snacks and desserts. Ina Dawer, research analyst at euromonitor International, says: “Frozen yogurt has already started to replace ice cream to a certain extent. Consumers have also already started to look at it not only as a healthy snack but also as a healthy replacement for meals.”

     

    Companies tying up with corporates to target office employees, adds Dawer, will also help in increasing consumption by making it a quick, convenient and healthy substitute for meals. “I will not be surprised if frozen yogurt sees growth of 70-80 per cent each year over the next two years,” predicts Dawer.

     

    There are a few obstacles to such robust growth. The lack of adequate cold chain infrastructure is the biggest roadblock, which restricts distribution to cities and towns away from the manufacturing facilities. This also makes building loyalty difficult as consumers tend to lap up whichever brand they can get their hands on. Says Suman Srivastava, cofounder of Marketing Unplugged, a brand consultancy: “While there are a number of brands in the space, someday I eat one brand and the next day I pick up another. This may be because not all outlets are stocking all brands.” Srivastava also thinks for the category to become bigger there has to lot of innovation: “When Britannia showed its cheese as equivalent to a glass of milk, it was unique way to position the product. Similarly if brands are able to create some parallels for frozen/flavoured yoghurt that could help increase adoption,” he says.

     

    Source: The economic Times

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