Mother Dairy Ice Creams melts away the distance between families

Mother Dairy has rolled out a campaign #KhushiyonKiParampara for its ice creams range, tied to its proposition ‘Rishton Ka Swaad Badhaye’.

Conceptualised by Ogilvy, the films propogate the thought of family bonding, while indulging in one's favourite ice cream flavour. They feature actor Lubna Salim as the lead, who makes sure that the entire family comes together to enjoy their favourite ice-cream flavours as a daily 8 PM ritual. The film ends with the message, "Mother Dairy Ice Creams ke saath khushiyon ki parampara jami rahe"(the tradition of happiness will always stay put, with Mother Dairy ice creams).

Sanjay Sharma, business head – dairy products, Mother Dairy, said, “Ice Creams as a category has always been a protagonist of delightful times which not only relishes the taste buds but also makes occasions memorable. Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. Over the last couple of months, we have noticed that the in-home consumption of ice creams has surged and people with the prevailing outside conditions are spending quality time with their loved ones. Hence, 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. I am confident that our consumers and viewers will relate to an engaging storyline on togetherness curated by renowned artists and directors.”

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, showcasing the warmth of relationships."

The six week-long campaign comprises three TVCs and will be live across print, digital and outdoor.

CREDITS:

General Manager, marketing, Mother Dairy: Randhir Kumar

Manager, marketing, Mother Dairy: Piyasha Bharadwaj

CCO, Ogilvy India (North): Ritu Sharda

Executive vice president, Ogilvy India: Pawan Bhatt

Director: Shoojit Sircar

Production house: Rising Sun Films