Mother Dairy claims purity through Delhi Metro

In a bid to tap maximum eyeballs in the pretext of the festive season, Indian dairy giant Mother Dairy came up with purity campaigns which were flashed on metro rail wraps of Delhi Metro. Creative content done by MOMS, the brand has taken the line III/IV of DMRC which is from Dwarka to Noida and Vaishali.

Like many leading brands resorting to DMRC's unique capacity to cover maximum target audience on a daily basis, this has been Mother Dairy's first initiative to engage a large number of mixed consumer groups. Based on a brief revolving around "seeing is believing”, the company has used the slogan to invite consumers to their nearest Mother Dairy plant through SMS or personally witness the manufacturing process. According to the brand's sources, the brand has taken an advantage of the festive season and launched a massive outdoor campaign which is not just to promote its product but also to re-establish the faith of consumers in term of purity, authenticity and quality. The whole campaign has been executed by MOMS. They have chosen Line III (Blue Line) which is from Dwarka to Noida/Vaishali because of its longest and busiest route covering 51 stations and 15 lakh commuters per day.