Campaign India Team
Apr 30, 2009

Mother Dairy sells indulgence in new campaign

Mother Dairy has rolled out a new campaign to support the launch of three new flavours under the Indian Classic range in the take-away category.“At home after a full course meal, the dessert comprises of traditional recipes; ice cream being an occasional treat,” explained Tania Sinha, account director, Saatchi & Saatchi. “The campaign aims to lure the target audience for everyday indulgence with the regal, special taste of Mother Dairy ice-cream.”Watch the TVC here:

Mother Dairy sells indulgence in new campaign

Mother Dairy has rolled out a new campaign to support the launch of three new flavours under the Indian Classic range in the take-away category.

“At home after a full course meal, the dessert comprises of traditional recipes; ice cream being an occasional treat,” explained Tania Sinha, account director, Saatchi & Saatchi. “The campaign aims to lure the target audience for everyday indulgence with the regal, special taste of Mother Dairy ice-cream.”

Watch the TVC here:


Mother Diary from Campaign India on Vimeo.

The 30-second spot, developed by Saatchi & Saatchi, opens on the counter of an opulent kitchen. The close-up shows a hand cautiously picking kaju, kishmis, pista and mewa; mixing the ingredients with milk and finally transforming the mix into ice-cream. The final cut shows ice cream packs being laid out on gilt table mats with dessert spoons.

Credit details:

Project: Indian Classic TVC

Client: Mother Dairy

Brief: To introduce three new flavours under the Indian Classic range which has desert recipes from Royal India.

Agency: Saatchi & Saatchi

Creative director:  Ayon Sarkar, Tuhin Sen

Executive creative director: Nandu Narasimhan

Copywriter: Tuhin Sen

Director: Narayan Shi

Production House: Finger Print

Media agency: Madison

Source:
Campaign India

Related Articles

Just Published

10 hours ago

'It's time to make sustainable choices sexy': ...

Active consumer demand for sustainable living is lagging, and this is an opportunity for the creative business to make a real, positive impact, says Singh

11 hours ago

Dove asks consumers to #StopTheBeautyTest

Watch the film conceptualised by Ogilvy here

18 hours ago

63% Indians want to watch ads in exchange for free ...

17 markets including India, Mexico, Spain and Poland favoured this concept, according to YouGov's global media report 

20 hours ago

INS wants Google to compensate Indian newspapers ...

This follows Google agreeing to better compensate and pay publishers in France and Australia