The 6 week-long Mother Dairy ice-cream TVCs will also be showcased across print, digital and outdoor mediums, targeted to create awareness and enhance brand affinity while aiming to create a distinct value proposition.
Mother Dairy has rolled out new ice-cream TVCs with #KhushiyonKiParampara, targeting consumers across varied age groups. The campaign aims at stimulating togetherness and family bonding while indulging in favoured flavours of ice creams. The newly introduced campaigns are tied with the umbrella proposition of Rishton Ka Swaad Badhaye and depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual.
Speaking about the new campaign, 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.”
The TVCs have been directed by highly acclaimed and renowned film maker Director Shoojit Sircar, while the lead roles have been played by leading lyricist of Indian Cinema and National Film Award Winner Swanand Kirkire as the father and distinguished TV and theatre artist Lubna Salim as the mother. Together they have convincingly conveyed the thought of bonding over ice cream in a persuasive storyline.
He further added, “The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups and yet coming together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye. I am confident that our consumers and viewers will relate to an engaging storyline on togetherness curated by renowned artists and directors.”
Elaborating on the campaign’s insight, 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.”