Mother Dairy, a popular milk and milk products brand in India, is launching a new ice cream campaign called #MotherPromise that emphasizes the importance of making a commitment. The campaign, created by Ogilvy India, includes two TV commercials that showcase the idea of keeping a promise while enjoying a delicious Mother Dairy ice cream.
The first commercial features an older sister and her younger brother walking home from school. The sister asks the brother to keep a secret, and in return, offers him a Mother Dairy Kulfi. However, the mischievous brother keeps asking for different flavors, but the sister agrees to give him a daily treat if he promises to keep the secret. To solidify her commitment, she swears by Mother Dairy Kulfis, which is seen as a high level of commitment. This commercial aims to demonstrate that Mother Dairy promises to offer its consumers the best milk-based ice creams.
The second commercial features a young couple, with the guy upset that he had to wait for his partner. She arrives with a smile and offers him Mother Dairy Cones of different flavors to make him happy. As she persuades him, she promises to be on time, and to reinforce her commitment, she swears by Mother Dairy Cones, which is again seen as a high level of commitment. The commercial aims to showcase that Mother Dairy promises to offer its consumers 100% milk-based ice creams.
Talking about the new campaign, Manish Bandlish, managing director, Mother Dairy, said, “At Mother Dairy, we take pride in offering 100% milk-based ice creams made with best-in-class ingredients. We have always assured our consumers of a superior taste experience & unmatched quality from all our offerings, and we stand by it. For decades, our consumers have reciprocated this trust with love & conviction. The new campaign is our attempt to live up to our promise and further strengthen the trust in a way that even our consumers can stand by, similar to honouring the highest decree of assurance – a ‘Mother Promise’. Going forward, we will be integrating the campaign thought of ‘Mother Promise’ across various categories of our dairy portfolio.”
Rohitash Srivastava, head of strategy and planning at Ogilvy India (North), stated that Mother Dairy is a nurturing brand with high product ethics and social commitment, and the campaign aimed to convey these values in a contemporary way.
#MotherPromise campaign emphasizes the importance of keeping promises and showcases Mother Dairy’s commitment to providing high-quality milk-based ice creams to its consumers.
Brand: Mother Dairy
Agency: Ogilvy India
Prem Narayan, Chief Strategy Officer, Ogilvy India
Anurag Agnihotri, Managing Partner (Creative), Ogilvy India
Shahrukh Irani, Executive Creative Director, Ogilvy India
Saurabh Kulkarni, Executive Creative Director, Ogilvy India
Prakash Nair, President & Head of Office – Ogilvy Gurugram, Ogilvy India
Pawan Bhatt, Executive Vice President, Ogilvy India