Mother Dairy has rolled out a campaign ‘mother promise’ to highlight its new flavours and target consumers across various age groups.
Conceptualised by Ogilvy India, the films showcase how Mother Diary aims to be an embodiment of integrity and purity and how the protagonists in the films use the brand to make promises to their loved ones.
The first film features an girl and her younger brother coming back from school. While returning, the sister asks the brother to keep a secret and not reveal it to their mother. To trick her brother into keeping her secret, the sister offers him a Mother Dairy Kulfi. However, to keep up the promise, the brother agrees to keep the secret with an assurance of a daily treat, which the sister agrees to with a promise. To reaffirm her end of the bargain, she immediately follows up by saying mother promise sworn by Mother Dairy kulfis.
The second film showcases a young couple, wherein the man is sulking as he had to wait for a long time for his partner to arrive. Sensing the situation, the woman comes with a smile holding Mother Dairy Cones, using each of the flavours to prompt him to smile and cool down. During her persuasion, she promises to be on time, which is very sweetly confronted by the boy and to repeat her promise she swears by Mother Dairy Cones by saying Mother Promise.
Manish Bandlish, managing director, Mother Dairy, said, “At Mother Dairy, we take pride in offering 100% milk-based ice creams made with best-in-class ingredients. We have always assured our consumers of a superior taste experience and unmatched quality from all our offerings, and we stand by it. For decades, our consumers have reciprocated this trust with love and conviction. The new campaign is our attempt to live up to our promise and further strengthen the trust in a way that even our consumers can stand by, similar to honouring the highest degree of assurance – a ‘Mother Promise’. Going forward, we will be integrating the campaign thought of ‘Mother Promise’ across various categories of our dairy portfolio.”
Rohitash Srivastava, head of strategy and planning, Ogilvy India (North), said, “Mother Dairy has always been a nurturing brand with high product ethos and social commitment. We wanted to communicate these timeless values in a contemporary way.”
Client: Mother Dairy
Agency: Ogilvy India
Chief strategy officer: Prem Narayan
Managing partner (creative): Anurag Agnihotri
Executive creative director: Shahrukh Irani and Saurabh Kulkarni
President and head of office - Gurugram: Prakash Nair