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Tag: Mother Dairy

  • Sweet notes as Mother Dairy stirs Puja nostalgia

    Sweet notes as Mother Dairy stirs Puja nostalgia

    MUMBAI: When it comes to Durga Puja, some cravings are simply set in stone, and Mishti doi tops the list. Mother Dairy has launched a heartwarming new campaign, Doi chai go, doi chai, bringing its beloved Mishti Doi to centre stage this festive season. Featuring popular Bengali actor Abir Chatterjee, the month-long campaign spans TV, print and digital, celebrating the joy of family traditions and sweet memories across West Bengal.

    Inspired by Rabindranath Tagore’s lyric Doi chai go, doi chai,  the film shows a school choir breaking into the famous refrain when a girl spots her father carrying in packs of Mishti Doi. The moment, wrapped in innocence and nostalgia, becomes a chorus that fills the hall, and hearts.

    The campaign highlights how fathers in Bengal often affectionately call their daughters Maa, a tender cultural detail that echoes in the brand’s sign-off, Aamar Maa’er moto Mishti.

    For Mother Dairy, Mishti Doi isn’t just dessert: it’s tradition, tenderness, and the sweetest part of Puja.

  • MOMS and Mother Dairy serve festive flavour at Lalbaugcha Raja

    MOMS and Mother Dairy serve festive flavour at Lalbaugcha Raja

    MUMBAI; MOMS, part of Madison World’s expansive communications stable, has teamed up with Mother Dairy to light up Ganeshotsav at Lalbaugcha Raja with a splash of colour and clever branding. The campaign turned one of Mumbai’s most visited pandals into a canvas of festive cheer, weaving the dairy giant’s identity into the city’s biggest celebration.

    The takeover stretched across the pandal’s busiest touchpoints, from the Mannat line outdoor to the Lalbaug exit milestone gate. Each installation fused devotional spirit with Mother Dairy’s warm, everyday ethos, ensuring the brand stood tall in the swirl of faith, festivity and footfall.

    “Lalbaugcha Raja isn’t just an event, it’s an emotion for millions,” said MOMS, chief executive, Jayesh Yagnik. “Our goal was simple: to respect the cultural sentiment while creating a memorable brand presence.”

    Mother Dairy echoed the sentiment, noting that the campaign gave the brand a chance to engage directly with devotees. “Festivals are about joy and togetherness, and this celebration reaffirmed the bond we share with Mumbai,” said a company spokesperson.

    MOMS has built a reputation for scale and precision. With clients ranging from Asian Paints to Maruti Suzuki, its latest splash at Lalbaug shows that in the right hands, out-of-home can be as heartfelt as it is high-impact.

  • Moms rolls out Mother Dairy’s expansive OOH campaign in Lucknow & Varanasi

    Moms rolls out Mother Dairy’s expansive OOH campaign in Lucknow & Varanasi

    MUMBAI: Moms, the outdoor specialised unit of Madison World, has successfully rolled out a high-impact outdoor campaign for Mother Dairy, covering the key cities of Lucknow and Varanasi.

    The campaign spans a diverse mix of media formats, including billboards, unipoles, metro station branding, train wraps, LEDs and FOB facades — all strategically placed across high-footfall zones. The objective was to reinforce Mother Dairy’s strong presence in the region and engage consumers through a visually striking and expansive outdoor network.

    Speaking on the campaign, Moms VP – North & East, Prashant Mishra said, “Our strategy was to drive high-frequency and high-impact visibility through a blend of static and dynamic formats. Lucknow and Varanasi are key markets for Mother Dairy and this campaign ensures the brand connects with consumers through smart placements and extensive reach.”

    Mother Dairy spokesperson added, “This outdoor campaign, rooted in our Maa Jaisi brand narrative, is a step forward in reinforcing our presence in key markets of Uttar Pradesh. Through a vibrant and wide- reaching OOH network, we aim to strengthen brand visibility and deepen our connect with consumers in Lucknow and Varanasi.”

  • Milking the Commute Mother Dairy wraps Lucknow metro in fresh branding

    Milking the Commute Mother Dairy wraps Lucknow metro in fresh branding

    MUMBAI: Who needs a hoarding when you can brand a whole metro? Mother Dairy’s latest move in Lucknow makes your daily commute hard to miss and surprisingly milky. In a bold out-of-home (OOH) activation, Mother Dairy has launched a full-scale metro branding campaign in Lucknow, transforming an entire train inside and out into a rolling canvas of dairy goodness. The campaign includes a complete external train wrap along with internal panel branding, offering an immersive brand experience to thousands of daily commuters.

    Executed through a dynamic collaboration between Moms Outdoor, The Local Talk, and Priority Media, the campaign signals a new high in transit media innovation for Tier-2 cities. The Lucknow metro, typically a space for quick glances and hurried steps, now plays host to a brand takeover designed to delight, inform, and remain top-of-mind with urban audiences.

    The Local Talk director Diamond Dogra summed it up, “This campaign is a perfect example of how local relevance can amplify brand visibility. By combining our deep understanding of city dynamics with Moms Outdoor’s strategic planning and Priority Media’s ground execution, we created an impactful and seamless metro experience.”

    With Tier-2 cities like Lucknow emerging as critical growth centres, this campaign showcases the creative potential of public transport as premium media real estate. It also demonstrates how smart regional targeting, coupled with visual dominance, can create high recall at mass scale without needing a single TV spot.

    For commuters, it’s a metro ride with a makeover. For Mother Dairy, it’s a journey from brand awareness to brand everywhere.

  • Scoop, score, chill repeat as Mother Dairy drops into esports arena

    Scoop, score, chill repeat as Mother Dairy drops into esports arena

    MUMBAI: When the heat is on and the stakes are high, a scoop of calm can go a long way. And this summer, it came with sprinkles of glory and a side of gaming grit. Mother Dairy has officially levelled up. In a sizzling first, the iconic dairy brand dipped into the world of esports with the Mother Dairy Chillz Cup, a high-octane gaming tournament hosted in partnership with Rooter, India’s largest game streaming and commerce platform. With 64 top teams and over 2,000 gamers facing off in an epic Battlegrounds Mobile India (BGMI) showdown, it wasn’t just about victory, it was about staying cool while doing it.

    And that’s where the magic happened. As players braved virtual crossfire and tactical pressure, Mother Dairy’s ice creams emerged as the real MVPs, cooling the nerves with indulgent favourites like Banoffee Pie, Pina Colada, Filter Coffee Cone, and the ever-quirky Choconado. It was a gaming-meets-gastronomy experience like no other.

    The final clash on May 11, 2025, wasn’t just a gaming finale, it was a festival of fandom. Crowds cheered, creators scooped up frozen delights, and elite teams like iqoo Soul, Godlike, and Revenant X Spark brought their A-game in front of roaring fans.

    Speaking about the collaboration, Mother Dairy Spokesperson said, “Ice creams are all about excitement and fun. We are thrilled to partner with Rooter for the Mother Dairy Chillz Cup, marking our entry into the dynamic and fast-growing world of esports. This association enables us to connect with a younger audience through a platform that thrives on energy, engagement, and innovation. The Chillz Cup truly embodies our brand’s youthful spirit and commitment to delivering the coolest experiences.”

    Rooter founder and CEO Piyush said “We’ve always believed in creating meaningful partnerships that bring value to both the gaming community and our brand partners. The Chillz Cup was a great example of how a legacy brand like Mother Dairy could connect with a digital-first audience in their native environment, making it a fun, and memorable experience. The Chillz Cup captured the cool spirit of gaming staying calm under pressure and outplaying rivals with a cool head just like enjoying a scoop of ice-cold Mother Dairy Ice Cream on a hot day. We are proud to collaborate on a campaign that celebrates high-performance gaming while adding an element of summer joy to the esports experience”

    From frosty cones to fiery comebacks, the Chillz Cup didn’t just serve scoops, it served up a new era of brand storytelling in gaming. And with esports now firmly on Mother Dairy’s menu, the summer just got a whole lot cooler.
     

  • Rohitash Srivastava joins 82.5 Communications as chief strategy officer

    Rohitash Srivastava joins 82.5 Communications as chief strategy officer

    MUMBAI: 82.5 Communications has appointed Rohitash Srivastava as its new chief strategy officer in a move that underscores the agency’s commitment to strengthening its strategic capabilities and accelerating growth. This internal transfer within the Ogilvy Group brings Srivastava’s two decades of experience as a communication planner, experience strategist, and brand consultant to the agency.

    Previously prominent strategic planning at Ogilvy India (north), Srivastava has shaped the brand strategies of industry giants, including The Coca-Cola Company, GSK’s Eno, Dabur India, Perfetti, Mother Dairy, and RSPL Group. His expertise in consumer-centric thinking and brand-building will play a pivotal role in 82.5 Communications’ continued success.

    “82.5 Communications is on a fantastic growth journey, fueled by the great work our teams are producing,” said  82.5 Communications CEO Kiran Ramamurthy. “Srivastava’s strategic acumen and proven track record are exactly what we need to accelerate this momentum. Srivastava thrives on simplifying complex challenges and making brand strategy feel refreshingly clear and actionable, with an approach rooted in common sense, conversation, and creativity.”

    Srivastava added, “82.5 is fast becoming the growth engine for Ogilvy, and I couldn’t be more excited to be part of this transformative moment. The talent and energy I see in Ramamurthy, our COO, and our CCOs Anuraag and Mayur make 82.5 a powerhouse of modern brand-building. We have great momentum, we’re already putting out some fantastic work, and this is just the beginning.”

    Srivastava’s accolades include multiple Effie awards, including a Gold and three Silvers in APAC Effies, and recognition as India’s Top Digital Planner by Digital Market Asia and Business World in 2016. He is also an academic contributor, teaching brand strategy at MICA and MET Mumbai and publishing insights in Brand Equity, WARC, and Campaign India.

  • Mother Dairy creams off victory in cola campaign clash

    Mother Dairy creams off victory in cola campaign clash

    MUMBAI: As Pepsi and Coca-Cola reignite their decades-long fizzy feud ahead of the the IPL 2025 and the coming blazing summer, dairy giant Mother Dairy has quietly churned up a storm by pouring itself into the beverage battle with an utterly brilliant repartee campaign.

    The latest skirmish began when Coca-Cola launched its nostalgic “Half Time, Coke Time” campaign, encouraging cricket fans to reach for the red can during match intervals. Pepsi quickly fizzed back, rebranding the Times of India as the Any Times of India with its “Anytime is Pepsi Time” response – a strategic play reminiscent of their legendary 1996 “Nothing Official About It” campaign that outflanked Coca-Cola’s official World Cup sponsorship.

    Pepsi’s effervescent retort listed life’s precious moments – “first time, thirst time, play time, crunch time, winner time, we time, me time” – suggesting their blue brand transcends scheduled refreshment, sparking a social media frenzy with fans bubbling over about the clever wordplay.

    Just as the carbonated competitors were locked in their temporal tussle over “half time” versus “anytime,” Mother Dairy skimmed past the conflict with a masterful third-way strategy, unveiling its “Not Just a Drink, but a Lifetime Companion” advertisement. The dairy disruptor effectively curdled both rivals’ messaging by positioning milk as the true timeless beverage.

    “Coke claimed half time, Pepsi countered with anytime, but Mother Dairy has completely changed the game with lifetime,” notes a marketing analyst. “It’s like watching two soda brands argue over when you should drink them, while Mother Dairy calmly points out what you should be drinking all along.”

    Industry experts suggest this calcium-rich counterpunch represents perfect timing from Mother Dairy, which has milked the opportunity to remind health-conscious consumers there’s a nutritionally superior alternative.
    “This isn’t just about stealing attention; it’s about changing the conversation entirely,” explains a  consumer behavior specialist. “While the cola giants debate between ‘half time’ and ‘anytime,’ Mother Dairy has moved the goalposts to ‘lifetime’—effectively highlighting that their product doesn’t just refresh momentarily but nourishes permanently.”

    In this high-stakes game of marketing chess, Mother Dairy appears to have made a strategic moo-ve that has left the cola kings decidedly cheesed off and scrambling to respond to this unexpected dairy disruption in India’s competitive beverage market.

  • Disney Star onboards eight sponsors for PKL season 11

    Disney Star onboards eight sponsors for PKL season 11

    Mumbai: The Pro Kabaddi League (PKL) returns for its eleventh season, to enhance the growing popularity of Kabaddi in India. Disney Star, the official broadcaster, has secured eight sponsors for the league across various platforms, including Dream11, Shriram Finance, ROFF, Parimatch Sports, HP Lubricants, and Mother Dairy, solidifying PKL’s status as a top sporting event in the country.

    This season aims to attract diverse audiences through exciting brand collaborations and a mix of sports and entertainment. Fans can expect thrilling Kabaddi action along with fresh content to improve the viewing experience.

    “The upcoming season of the Pro Kabaddi League (PKL) promises to elevate the festive spirit, captivating both fans and brands with its unmatched spirit of competition it represents. As India’s premier home-grown sport, PKL continues to push new boundaries with every season, driving record-breaking engagement and interest. For brands, it presents a unique, integrated marketing platform that reaches millions of highly engaged viewers, offering exceptional visibility and impact. We are thrilled to welcome a diverse array of brands this season, who not only champion India’s indigenous sport but also recognize the immense value and reach PKL offers. With Disney Star’s unparalleled TV and digital coverage, we are set to deliver powerful engagement opportunities that connect brands with passionate audiences like never before,” said Disney Star’s head of network ad sales, Ajit Varghese.

    PKL season 11 begins on 18 October 2024, at the GMC Balayogi Sports Complex in Hyderabad, featuring a three-city format with matches in Noida and Pune. The opener will see the Telugu Titans face the Bengaluru Bulls, followed by U Mumba against Dabang Delhi K.C. Fans can watch the action live on the Star Sports Network and Disney+ Hotstar, as PKL continues to showcase the intensity and drama that have made it one of India’s most popular sports.

    Through strategic sponsorships and partnerships, Disney Star emphasizes its commitment to providing top-tier sports entertainment for audiences nationwide.

  • Mother Dairy signs up as official dairy partner for PKL 2024

    Mother Dairy signs up as official dairy partner for PKL 2024

    Mumbai: Mother Dairy, India’s leading milk and milk products major, has today announced its official association as the dairy partner for the upcoming 2024 season of the prestigious Pro Kabaddi League. As part of this collaboration, Mother Dairy will be actively involved throughout the season, engaging with fans and consumers through various initiatives and promotional activities designed to enhance the excitement surrounding the sport.

    Mother Dairy managing director Manish Bandlish said, “We are excited to be part of Kabaddi, a sport that is deeply embedded in India’s culture and heritage. This collaboration is a perfect fit for our brand, offering us a unique opportunity to engage with our consumers and the passionate Kabaddi community across the country. By bringing together the power of dairy nutrition and the dynamic energy of Kabaddi, Mother Dairy aspires to promote the growth of the sport while fostering a culture of health and wellness nationwide.”

    Mother Dairy as the official dairy partner’ for the upcoming Pro Kabaddi League season will maintain a significant presence of brand and product portfolio at match venues and on official broadcast channels, while also engaging consumers across various platforms, including digital media.

    Bandlish further added, “Mother Dairy has found a strong synergy with sports and its enthusiastic community, as seen in our previous association with cricket. With this association, we aim to further expand our reach into focus markets and households of untapped or potential consumers, enhancing our brand’s top-of-mind recall.”

    “Today, the Pro Kabaddi League (PKL) has firmly established itself as India’s second most-watched sporting event, commanding an impressive 70 per cent of the IPL’s audience. This rapid growth is a testament to the league’s fierce competitiveness, unyielding sportsmanship, and its broader impact on promoting physical well-being. We are thrilled to welcome Mother Dairy as a key sponsor, perfectly aligned with their mission to champion good health and vitality. This collaboration marks a significant step forward for both brands, and we look forward to a strong and fruitful association,” said Disney Star head of network Ad Sales  Ajit Varghese.

    The 2024 season will feature a total of 12 teams competing for this year’s title. The league is scheduled to kickstart on 18 October 2024 with a series of matches in Hyderabad, followed by Noida and Pune. Since its inception, the league has set new standards with packed venues and record viewership, becoming one of the most popular leagues in the country.

  • Satish Nair joins Zappfresh as the senior VP of retail

    Satish Nair joins Zappfresh as the senior VP of retail

    Mumbai: Zappfresh is thrilled to announce the appointment of Satish Nair as the senior vice president of Retail. With a remarkable track record spanning over 25 years in transformative leadership roles, Nair has consistently demonstrated an exceptional ability to spearhead growth, innovation, and strategic brilliance.

    In his new capacity, Nair will lead the retail division, developing and executing strategies to enhance customer experience, and propelling sustainable growth initiatives. His visionary leadership is poised to play a decisive role in sculpting Zappfresh’s future. His appointment at Zappfresh comes at a pivotal moment for the company, as it continues to expand its reach to the south and is driven to new growth strategies. ZappFresh’s focus for the next six months will be centered around building traction in the Bangalore market. By expanding into new pin codes and delivering on their promise of value, health, and quality, ZappFresh aims to solidify its position and capture the hearts of consumers in the region. They have recently acquired Sukos Foods-owned Dr. Meat. Mr. Nair’s deep industry knowledge and proven ability to drive business transformation will undoubtedly contribute to Zappfresh’s position as a leader in the market.

    On this occasion, Zappfresh founder Deepanshu Manchanda quipped, “We warmly welcome Satish Nair as our Senior Vice President of Retail. His extensive industry experience and visionary leadership perfectly align with Zappfresh’s commitment to providing customers with the freshest, top-quality products. We are confident that his insights and expertise will serve as a cornerstone in our ongoing quest for growth and expansion.”

    Nair in his tenure at Mother Dairy saw substantial expansion and modernisation, while his time at Cadbury and PepsiCo Frito-Lay witnessed ground breaking sales & marketing campaigns and product launches.

    Reflecting on his new journey, Nair expressed his enthusiasm, saying, “I am deeply honored to join the Zappfresh family, a company that shares my ardor for excellence. I eagerly anticipate collaborating with the immensely talented Zappfresh team and contributing to the company’s continued triumphs. With my experience, I will be able to bring the expertise that will solidify their success to the next level.”

    With a successful track record spanning over eight years, ZappFresh turned profitable last year and has achieved several milestones. With a customer base of over 300,000 in the NCR region, the company has solidified its position, built a robust supply chain from scratch, and established a reputable brand known for its commitment to quality and customer satisfaction.