Mother Dairy Fruit and Vegetable has launched a TVC for its dairy whitener Dailycious, for the West Bengal and Assam markets. The first of the two-film campaign conceptualised by Ogilvy & Mather is live on digital and goes on air on 17 March 2016, with the second set to release later this year.
The TVC features a newlywed couple, with actor Radhika Apte playing the wife. A simple slice-of-life situation forms the plot. At night, she reaches the bed to find him engorssed in a book. Before she sets the alarm, Apte asks her spouse if he will have his morning tea at 7 am. Without looking up, he agrees. The film cuts to the morning with the lady getting out of bed at 10 minutes past seven, surprised to see him missing next to her. She’s in for a pleasant surprise, as he walks to the bedroom tea tray in hand, apologising for the delay. She bursts into laughter as the ice is broken. The product is introduced with the promise of making special moments magical, as they sip their cups of tea in bed.
Subhashis Basu, business head – value added dairy products, Mother Dairy, said, “At Mother Dairy, we have always been proud to be a part of the daily lives of millions of consumers and dairy whitener is one such category that starts the day of many of our consumers. Over the period, this connect has established our presence with our audience; however this season we wanted to strengthen the bond and this new TVC is a perfect platform to take the thought forward. I am confident that the new campaign will make perfect appeal to grab the mind share.”
Ajay Gahlaut, ECD, Ogilvy India, added, “In communicating the Dailycious Dairy Whitener from Mother Dairy, we decided to centre our stories around the all-important cup of tea – partner to countless Indian stories every day. A well-made cup of tea can infuse magic into everyday moments, much like the effect of the goodness of Mother Dairy Dailycious Dairy Whitener on the tea itself."
The campaign will be supported by print, radio, digital and BTL activities in the target markets.
Client: NDDB (Mother Dairy)
Brand: Dailicious Dairy Whitener
Agency: Ogilvy & Mather
NCD: Ajay Gahlaut
Sr. CD: Vikas Chemong
Production house: Magic Box
Director (film): Parikshit Vaidya