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