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Tag: Mother Dairy

  • Best moment marketing trends of 2019

    Best moment marketing trends of 2019

    DELHI: Brands have always been serious about their marketing plans. They spend months strategising their campaigns, involve the best of the technicians and talents to aid the creative process, and try to come out with communications that build trust among their target consumers. But the changing times and technologies have transformed this completely. The new-age consumer has the attention span lesser than that of a gold fish, and often ends up skipping the ads that a marketer had spent a good few months of his life in curating.

    The consumer of today believes in living in the moment and brands have to catch them in that exact time span. And this has given rise to an influx of creativity on social media platforms, the second homes of the new-age customers, in the form of moment marketing. While earlier this was fixed for some particular occasions like festivals and elections, year 2019 saw brands leveraging every small and big moment that was breaking the internet. From the series finale of Game of Thrones to the expensive bananas that Rahul Bose had to eat, from Delhi smog to Indian men’s cricket team bowling the ‘pink ball’ for the first time in an international match, everything became a creative field for the brands and their creative agencies.

    On the first day of the year, here’s a look-back on the most interesting moment marketing trends and top brands’ take on it!

    Game of Thrones Finale

    Game of Thrones was probably the best television show of the decade and had became a rage in the meme-world too with its initial seasons. But this year the craze was in multitudes as the show was wrapping up its journey forever. Though the season left many fans and cast members disappointed, the brands came out with some interesting campaigns.

    Johnnie Walker

    Durex India

    Swiggy

    Mother Dairy

    Yuvraj Singh’s Retirement

    Yuvraj Singh is one of the most successful and loved Indian cricketers. The champion best remembered for his iconic six sixes in an over and his incredible performance in World Cup 2011 despite his ongoing battle with cancer announced his retirement from the international cricket in June this year and like his fans, some brands paid their tributes to the star in their own way.

    Zomato India

    Fevicol

    Indigo

    Pulse

    Rahul Bose’s rendezvous with two expensive bananas

    The most bizarre and hence most hilarious trend of the year was two expensive bananas served to actor Rahul Bose by JW Marriott in Chandigarh. As soon as Bose shared the photo of the bill amounting Rs 442.5 online, brands jumped the marketing bandwagon to cash on this momentous opportunity.

    Oyo

    Zomato India

    Amazon Prime Video India

    Arre

    Iphone 11’s triple camera feature

    The launch of every iPhone is a meme fest for the netizens. From selling kidney jokes to takes on no massive updates from older versions, the internet sees it all. But this time, the fodder of the online discussion was the triple camera, which fed the imagination of the brands in ways unimaginable.

    Durex India

    Manforce Condoms

    Shaadi.com

    Embed:

    Swiggy

    Delhi’s Pollution

    Delhi smog is one of the most trending events online for the past many years. The even-odd rule and increased sale of face masks are interesting talk points online. This time, the brands also came up with their creative best inputs to market themselves online in an unconventional manner.

    Manforce India

    Pee Safe

    Policy Bazaar

    Filter Copy

    Onion Prices

    The economic turmoil going on in the country concerned everyone this year. The repurcussions were many including the sky-high prices of one of the basic staples in Indian diet, onion. While it worried all, the brands had their own way of using the situation to their benefit.

    Orient Bell

    HDFC Bank

    Trident

  • Mother Dairy Chillz is too good to share in new TVC

    MUMBAI: Leading milk and milk products player, Mother Dairy, is all set to launch a new television commercial (TVC) for its Chillz range of ice creams, targeting the peer group  – emerging consumers of India. 

    The new TVC with the tagline “Aapke Liye. Sirf Aapke Liye!” highlights the fact that these delightful ice creams, made of real milk are so delectable that it makes them  too good to share.

    The TVC will be aired starting from 9 June, 2017, and will also be available on YouTube and on the Company’s social media pages. 

    The campaign has been conceptualized by Ogilvy & Mather, Gurugram, while the production has been executed by Chrome Pictures.

    TVC Plot: The TVC opens in a college cafeteria, where a young girl is sitting with Mother Dairy’s Chillz ice-creams, and her boyfriend steps in casually grabbing one of the ice-cream bar from her hand. Just as the guy is about to take a bite the girl innocently asks “Aaj movie ya bowling, Venky?” Confusingly, the guy looks at the girl asking “Who is Venky?”. Pretendingly, the girl says “sorry, Krish!”. 

    The guy becomes even more perplexed and enquires yet again and the girl again calls him with some other name and it continues.  With a sad confusing expression the guy slowly hands over the ice-cream bar to her and storms away. 

    The girl, gleefully grabs the ice-cream bar and looks delighted to have both of Mother Dairy’s Chillz ice-cream. In a matter of 30 seconds the TVC connects with you and makes you want to have that delicious creamy ice cream made with real milk.

    The new TVC is created with an insight to beat the heat with Mother Dairy’s Chillz range of ice creams. The unique product format of Mother Dairy ice creams are such that they provide an immersive multisensorial consumption experience and are meant primarily for individual indulgence. Added to this mix is a great ingredient story of these ice creams being made with real creamy milk and an abundance of chocolates, nuts, almonds and more; all of which truly make it a delight for the taste buds and an indulgence that is simply too good to share. While many may share a lot with their near ones, but ice creams, it turns out to be “Aapke Liye. Sirf Aapke Liye!”

    Speaking on the Campaign Mother Dairy Fruit & Vegetable GM – marketing (Dairy Products) Randhir Kumar, said, “We are targeting consumers who are fond of Ice-creams which are best to resist the heat in scorching summers. With growing urbanization and exposure to global trends, the consumer expectations have also evolved. As a consumer centric orgnisation, we take the the onus of meeting those expectations on us. Mother Dairy’s Chillz range of ice creams offers bars and cones that are made from real creamy milk and superior ingredients, to truly delight their taste buds and entice consumption.”

    Ogilvy North president Kapil Arora added, “One of the best things about Mother Dairy and its range of delightful Ice Creams is that they are made with real ingredients of the finest quality, that are added to it in abundance. Our creative idea revolves around the simple truth that these ice creams are so delightfully indulgent that they aren’t meant to be shared; Mother Dairy ice creams ‘made for you, and only you’.”

  • Mother Dairy’s #ForeverIceCream on V-Day

    MUMBAI: Mother Dairy Ice Creams, the leading ice cream brand has launched a digital campaign titled #ForeverIceCream, on the occasion of Valentine’s Day.

    The campaign is based on the observation that around Valentine’s Day, people experience social pressure to find a date or fall in love. Those single are gloomy at the prospect of spending Valentine’s Day alone as their friends will be busy with their partners.

    Mother Dairy Ice Creams wanted to change these stereotypes and engage the young ones who are single at heart. The brand along with WATConsult, India’s leading and most awarded digital and social media agency, part of Dentsu Aegis Network, has launched a series of short videos that depict the perks of being single.

    Mother Dairy Fruit & Vegetable business head – dairy products Subhashis Basu said, “At Mother Dairy, it has been our constant endeavour to have a distinct approach to engage our consumers and delight them with exciting experiences. Breaking the stereotypes this Valentine season our #ForeverIceCream initiative has been specially designed for singles to share their side of fun and how our ice creams are an all-time companion. We are hopeful that consumers will like the approach, aimed to bring the sweetness in the lives of all those who are young at heart and single.”

    WATConsult founder and CEO Rajiv Dingra said, “The communication by most brands around Valentine’s Day feature couples in love. With #ForeverIceCream we wanted to break away from this conventional approach and showcase that being single is more fun through a series of videos.”

  • Milagrow ropes in Debashis Das as CEO

    Milagrow ropes in Debashis Das as CEO

    MUMBAI: Consumer robotics brand in India Milagrow has appointed Debashis Das as CEO.

    Milagrow founder and CEO Rajeev  Karwal said, “Debashis has, over his career, carved a niche for himself by redefining the very meaning of brand value and consumer connect. Bringing him on board as Milagrow’s CEO will aid the growth of our company by leveraging his invaluable experience in sales and marketing to further our brand proposition. With his success in establishing new brands as industry leaders and re-launching established brands with to new innovative strategies, Debashis is the perfect candidate to spearhead Milagrow on to the next phase of its growth.”

    Das added, “Having seen the impact technology can have on everyday life, it is very clear that robots are the next level of innovation. This explains my move to Milagrow, which has established itself as India’s no.1 consumer robotics company. I am eagerly looking forward to all that this association will entail, and am confident of using my industry knowledge to drive the company’s continued growth.”

    Das has previously worked with companies like Gillette, Perfetti, Dabur, Henkel, Mother Dairy and SC Johnson.

    A graduate from IMT, Ghaziabad, Das is credited for having created the liquid dish wash segment in the Indian market with Pril Utensil Cleaner and has several awards and recognitions for his work.

  • Milagrow ropes in Debashis Das as CEO

    Milagrow ropes in Debashis Das as CEO

    MUMBAI: Consumer robotics brand in India Milagrow has appointed Debashis Das as CEO.

    Milagrow founder and CEO Rajeev  Karwal said, “Debashis has, over his career, carved a niche for himself by redefining the very meaning of brand value and consumer connect. Bringing him on board as Milagrow’s CEO will aid the growth of our company by leveraging his invaluable experience in sales and marketing to further our brand proposition. With his success in establishing new brands as industry leaders and re-launching established brands with to new innovative strategies, Debashis is the perfect candidate to spearhead Milagrow on to the next phase of its growth.”

    Das added, “Having seen the impact technology can have on everyday life, it is very clear that robots are the next level of innovation. This explains my move to Milagrow, which has established itself as India’s no.1 consumer robotics company. I am eagerly looking forward to all that this association will entail, and am confident of using my industry knowledge to drive the company’s continued growth.”

    Das has previously worked with companies like Gillette, Perfetti, Dabur, Henkel, Mother Dairy and SC Johnson.

    A graduate from IMT, Ghaziabad, Das is credited for having created the liquid dish wash segment in the Indian market with Pril Utensil Cleaner and has several awards and recognitions for his work.

  • Mother Dairy focuses on east; eyes Rs 7,000 crore biz by FY16

    Mother Dairy focuses on east; eyes Rs 7,000 crore biz by FY16

    KOLKATA: Mother Dairy, a wholly-owned subsidiary of the National Dairy Development Board, which launched its dairy whitener, under the ‘Dailycious’ brand in Kolkata, is expecting volumes to go up and cross the Rs 100 crore mark following the new launch. At present, the company reports about Rs 30 crore business annually from its dairy business in the east.

    Additionally, the company is looking at an overall organisational business of nearly Rs 7,000 crore by the end of this financial year (2015-16), up from Rs 6,300 crore reported last year. The company is expecting a growth rate of around 11 per cent in the current fiscal.

    “At Mother Dairy, it has been our constant endeavour to offer exceptional value to consumers, and this has been the core of our products. Carrying on the same ethos, the dairy whitener is being launched under the Dailycious brand. It will be made available through a wide network of distribution channels of nearly 10,000 outlets, including retail and model retail formats across the region,” said Mother Dairy business head (dairy products) Subhashis Basu.

    The company plans to penetrate in the eastern and north-eastern states through the category by offering the product at lower price points compared to other existing players. It has chosen the eastern states to launch the product as this zone is milk-deficient and consumes it in big scale, he hinted.

    The company has lined up similar rollout plans for other cities and important markets across the country. The dairy whitener market is pegged at Rs 2,000 crore with east and the north east markets accounting for 50 per cent of the total, he said.

    Initially, besides West Bengal, Dailycious would be launched in the North East, Bihar, Odhisha and Kerala, he said. “Whitener products will be manufactured from our new plant at Etawah in Uttar Pradesh, where we have made an investment in excess of Rs 150 crore,” Basu added.

    The eastern states contribute to 45 per cent of the total market, said Basu. According to him, the company is eyeing a five per cent market share by this fiscal. The products will be available from 14 April. 

    Basu also informed that dairy products like fresh milk, ice cream, butter milk and lassi among others, contributes to about 80 per cent of the company’s total revenue.

  • psLive records 50 per cent growth in clientele from Jan – Mar

    psLive records 50 per cent growth in clientele from Jan – Mar

    MUMBAI: Perception has it that when it comes to India, traditional media platforms still rule the roost. Consequently, be it television or print (the biggest chunk in the traditional media slab), traditional continues to take away the greatest slice from the advertisers’ marketing budget pie.

     

    Now, even as the above theory stands to be true, there is a steady change taking place in the advertiser’s budget room.

     

    psLive, the experiential marketing division from the Dentsu Aegis Network, has bagged as many as 52 clients in the past three months (January-March). These include brands such as Microsoft, Mahindra Insurance Brokers, Reebok, Philips, Nestle, Samsung, Reliance Digital, Brick Eagle – Housing Finance Company, Bausch&Lomb, Nvidia, Ranbaxy, TVS, Pan Parag and Cyberpark.

       

    Interestingly, the wins tend to also suggest a unique swing wherein brands that otherwise would not look at spending on non-traditional media are changing course.

     

    An apt example of this would be Mother Dairy, a traditional media spender, which associated with the Bollywood movie Kick and Mary Kom through in-film integrations that instantly connect it with its target consumers. The integration also gave the brand a bigger shelf life and higher recall value.

     

    For psLive, the new wins have fuelled as much as a 50 per cent growth in the agency’s client kitty when compared to what it had held in the previous three months (October-December). Consequently, with these new additions, psLive now boasts of more than 200 clients.

     

    Some of the new clients that have come on board are Meiji, Century Ply, JSW, SCA, Reliance Digital, Anchor, Mother Dairy, Future Lifestyle Fashion, Reebok, Philips, SC Johnson, Logitech, Bayer Crop Science, Nestle and Honda Motorcycle and Scooter India. The clients primarily sought/seek services in activations, branded entertainment and sports marketing, rural marketing and public relations. Herein, the attempt is to offer clients smart solutions that go beyond the common media usage and stay relevant to the consumers for a longer time period.

     

    psLive vice president Sidharth Ghosh said, “There is an interesting shift happening in the advertiser’s preference when it comes to traditional media (including digital) versus non-traditional media usage. Until five years ago, the non-traditional media platforms that included event, outdoor and activation wasn’t that huge and remarkable. However now, the category has been steadily witnessing substantial growth.”

     

    For the record, an Ernst & Young report published by Event & Entertainment Management Association (EEMA), estimates that the BTL industry is growing at a rate of 25-30 per cent year on year.

     

    “The sector is rapidly attracting more advertisers on board to bring forth exponential growth in the next 10 years. Advertisers are constantly seeking effective ROI. Simultaneously, they are also discovering that their non-traditional media expenditure is helping them reach out to consumers with greater impact at much lesser costs. Now as this discovery continues, the platform’s appeal in the advertiser’s media plan is only expected to further thicken with time,” added Ghosh.

     

    “Experiential marketing is perhaps the fastest growing part of the off-line business of any agency. Activation is growing at twice the rate of traditional (ATL) advertising. psLive has found the right area of operation in activation, branded entertainment/sports and rural marketing to provide our clients with integrated marketing solutions like no one else can,” said Dentsu Aegis Network chairman and CEO, South Asia Ashish Bhasin.

     

  • ‘Mary Kom’ a hit amongst advertisers

    ‘Mary Kom’ a hit amongst advertisers

    MUMBAI:  MC Mary Kom winning the Bronze in Olympics made news everywhere and so did the announcement of her biopic starring Priyanka Chopra. The news not only excited the viewers and audiences, but it has also thrilled the advertisers.

     

    The marketing leaders found a perfect opportunity to be associated with the brand ‘Mary Kom.’

     

    The biopic has partnered with 20 brands including Havmor, Monte Carlo, Usha International, Artemis Hospitals, Edelweiss, Tokio Life Insurance and many more. Media channels like Ten Sports and India TV have also been incorporated in the movie.

     

    Viacom18 Motion Pictures marketing head Rudrarup Dutta says, “Powerful stories like Mary Kom reaches out to all sections of society. It also touches the lives of people across demographics and interests. The story lends itself to collegial propositions with brands.”

     

    “All the brands have been woven into the movie’s script,” he adds.

     

    To leverage the integration, the brands too are promoting the movie through co-branded TVC, radio and digital contests. For instance, Mother Dairy has a TV campaign which promotes its product featuring Priyanka Chopra as Mary Kom.

     

    Dutta says that the biopic became a sensation from the moment it was announced. “And due to its association with names like Viacom 18, Sanjay Leela Bhansali, Priyanka Chopra and Mary Kom, the brands were interested in getting attached to the name since day one.”

     

    Even though Dutta did not comment on the cost of the movie or the revenue garnered by the brands, he mentions that the partnerships is giving the movie an impact value of Rs 20 crore – 25 crore.

     

    In the past, too, films have incorporated brands in the script by giving them prominent visibility in scenes like Coca-Cola in Taal (1999) and more recently, Nokia in Chennai Express.

     

    The film production house organised ‘Cineshorts,’ a short-film contest, which allowed aspiring filmmakers and documentary makers to submit five-minute long films on the theme ‘Against All Odds’. According to the marketing head, this was purely a Viacom 18 initiative and the associated brands did not sponsor the contest.

     

    On 5 September, Mary Kom will hit 1800-2000 screens in India and around 300 screens internationally. While Zee has the music rights, Colors has the satellite rights for the movie.

     

    Viacom 18 earlier hit gold with a biopic on Milkha Singh and now hopes that it will be able to punch its way in box-office with Mary Kom.

  • Mother Dairy launches ‘SBI-Mother Dairy SmartChange Card’

    Mother Dairy launches ‘SBI-Mother Dairy SmartChange Card’

    MUMBAI: Mother Dairy Fruit & Vegetable has strategically tied-up with State Bank of India (SBI) to launch ‘SBI – Mother Dairy SmartChange Card’ for Mother Dairy Milk Booths in Delhi & NCR.

     

    The first-of-a-kind initiative in the dairy industry will facilitate consumers towards a more convenient mode of payment at Mother Dairy milk booths. These SmartChange Cards will allow the consumers to pay conveniently through this card instead of paying cash and particularly coins, for every purchase at the Mother Dairy booths.

     

    Mother Dairy Fruit & Vegetable MD S Nagarajan said, “At Mother Dairy we believe in always keeping our stakeholders at the core of all our activities.  We  realised  that  we  had  a  dual  problem  of tendering exact change to consumers after purchase from booths and also for cash handling hassle for concessionaire due to usage of  coins.  While it left the consumers peeved,  it  was  also  not always possible for retailers to tender exact change all the time. This made us realise that while consumers were looking at a solution to this problem, so are the retailers who even do not like seeing consumers returning unhappy.  Hence, we decided to launch the SmartChange Cards at our booths. We are hoping this initiative will start a trend and will ease the life of consumers further in the long-run.”

     

    Nagarajan further added, “While the solution to the problem was apparent our next step was to find the right partner for this project. The choice to tie-up with SBI was not difficult, keeping in mind its strength and capabilities to provide this initiative with the required back- end support and infrastructure.”

     

    State Bank of India corporate strategy and new businesses deputy MD SK Mishra said, “State Bank has always been the principal Banker for Mother Dairy and has an association with them since decades. Introduction of a “SBI-Mother Dairy SmartChange Card” is a joint initiative to facilitate cashless payment across Mother Dairy Booth outlets. The Card is specifically designed to be easy to use and convenient to cater to the needs of Mother Dairy Booth consumers and is positioned as an alternative to use of small notes / coins at Mother Dairy Outlets. “

     

    With this launch, the SmartChange Card service will now be available to 150 booths in its initial phase of three months.

  • To bring the TG closer, we had to get our act together: Vaibhav Kumar

    To bring the TG closer, we had to get our act together: Vaibhav Kumar

    MUMBAI: Who loves scorching sun? If you thought the reply was none then you are highly mistaken. There are brands that wait for the summers more than the school kids. New campaigns, products are launched during the period to leverage the season.

     

    Similarly, Mother Dairy in a hope to connect with the youth launched its Happy Food, Happy People campaign, this year. The objective behind the campaign was to give a new face to the brand. The brand which has strong relationship with parents and children, now wants to tap the young adults.

     

    Conceptualised by Ogilvy & Mather, the campaign depicts how the taste by Mother Dairy lifts one’s mood due to guilt free indulgence and makes him/her happy.

     

    Mother Dairy CMO Vaibhav Kumar shares the secrets behind its success and the new relationship that the brand is out to create…

     

    With so much competition, how would you position yourself in the market? What has been your USP? What would you say is your advantage over others?

     

    Mother Dairy’s core value remains firm at providing the customers with best quality products and fair returns to farmers. The company has been serving consumers for nearly 40 years and has created a niche for itself with its world class quality, pure, safe and innovative products. We believe our best proposition is with our quality of products and the promise we offer which reflects in our new positioning of ‘Happy Food Happy People’.

     

    The products we offer come with a lot of insight developed through innovations, consumer preferences, health benefits and value for money. The result of this is evident through the quality of our product line available. Products such as Mishti Doi, Fruit yoghurt and Classics range of Ice Cream have set benchmarks for industry and loyalty from consumers.

     

    What are the marketing activities that you undertake to build your brand?

     

    We engage in various marketing activities throughout the year. Both ATL and BTL activities are planned as part of our 360 degree campaign. We engage with customers on ground, media via TVC, radio, print etc.

     

    With the new campaign we will focus on ATL activities like TVC, radio promotion, social media engagements etc. supported by BTL activities like in-store promos, flyers, catchment promos, hoardings etc.

     

    What are the key insights behind your marketing activities?

     

    The key insight behind our marketing initiatives with this new campaign is to bring the young adults closer to brand and further build on our mass appeal. The company over the years has been admired as the household name with the entire family. But somewhere we felt the youth connect was also imperative to give it a mass appeal. This was also relevant from our range perspective, as the entire offering from our dairy product division is so youthful which is healthy and most importantly offers the guilt free indulgence, a must for today’s generation.

     

    Can you elaborate on the latest campaign and the concept behind it?

     

    For our new positioning we have drawn a lot of learning from various audiences specially Young Adults and their consumption patterns. And this is how we came out with this campaign to connect the young audience.

     

    The Happy Food in our campaign defines Mother Dairy’s commitment to offer pure, hygienic and adulteration free great quality products which has been the strength, differentiator and heritage of the brand over years. And the Happy People defines the guilt free indulgence by consumers with our innovative & healthy products that offer great taste and hence this belief of Happy Food Happy People.

     

    What is the thought process behind launching this campaign now?

     

    As a brand we have been offering our consumers with quality product with great taste and value for money over the years. While the brand has created a space and strong relationship amongst the Indian Families, which will continue in times to come, there was a need to create brand relationship with young adults – the new emerging consumer of Young India.

     

    Therefore, a new campaign with messaging of Happy Food Happy People came out to connect with the young adults bringing them closer to the brand. Today’s young adults are aware consumers and decisive on what to consume and what not. Since a brand like Mother Dairy offers pure, safe and healthy products, there was a conscious need to bring them closer and this campaign will help in getting our acts together.

     

    How important is digital platform for your brand? How can one optimize on the medium?

     

    Since our target and positioning is towards the young adults, digital medium will be a key area to focus and is certainly an important part of our strategy. We are targeting special campaigns specifically for social media and high visibility zones on the internet. In addition, we are engaging with customers through various online promotion programs and initiatives.

     

    Who do you see as your biggest competitors?

     

    Mother Dairy as a brand with close to 40 years of trust, purity and safety has built a strong connect with the masses and the same is evident from the response we get from consumers every time we launch a new product. The Company with its strong heritage enjoys loyalty amongst the consumers and has been growing steadily creating new benchmarks with our range for others to follow.

     

    What are your biggest challenges today? One learns more from failures than successes. Can you share any such phase or incident in your brand marketing that helped you learn and reach a higher pedestal? Please share, if any.

     

    The biggest need of the hour is to keep pace with changing consumer needs both emotional and functional. We lost track somewhere in our consumer journey and hence became less relevant to young adults (our target group) and this obviously resulted in our market performance. Having learnt from it, we have now stepped up the accelerator on innovation leading to relevant products for our target audience and a new brand positioning moving away from the not so relevant ‘Maa jaisa koi nahin’ to a more relevant ‘Happy Food. Happy People’. The first signs of a turnaround for us seem to be coming in with this change in product portfolio and proposition based on learning from our earlier mistakes.

     

    What is the future of the dairy industry in India? How can the industry grow in the coming year?

     

    The dairy industry is growing steadily and has good future ahead. We see huge potential in the industry as it has a lot to offer on health front, which will grow with rising consumer awareness. We see innovations as key drivers for growth going ahead, the company which can offer innovative products keeping customer preferences intact coupled with value for money will see a runaway success.