OOH part of Mother Dairy’s media mix in ice creams campaign
By M4G Bureau - April 01, 2021
The 6 week-long new campaign will also be showcased across print, digital and outdoor mediums.
Mother Dairy has rolled out a new ice creams campaign #KhushiyonKiParampara that targets consumers across varied age groups. The campaign curates the thought of stimulating togetherness and family bonding while indulging in favoured flavours of ice creams.
The new campaign highlights the importance of family bonding despite people’s hectic schedules. The new TVC films are tied to the umbrella proposition of ‘Rishton Ka Swaad Badhaye’ and aptly depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual.
The 6 week-long campaign will also be showcased across print, digital and outdoor mediums.
Sanjay Sharma, Business Head – dairy Products, Mother Dairy, said, “Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. As a brand we see an opportunity to not only capture the mind share of our consumers, but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavours to choose from. The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups who come together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye.”
Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “We all have our own family traditions and the moments celebrated with family are the most endearing to all of us. In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."