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Mother Dairy makes inroads into dairy whiteners with magically 'special moments'

The television commercial launched to promote 'Dailycous', is dubbed in Assamese and Bengali, apart from Hindi – to target the tea drinking States of West Bengal and Assam.

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Mother Dairy makes inroads into dairy whiteners with magically 'special moments'

Mother Dairy makes inroads into dairy whiteners with magically 'special moments'

The television commercial launched to promote 'Dailycous', is dubbed in Assamese and Bengali, apart from Hindi – to target the tea drinking States of West Bengal and Assam.

BestMediaInfo Bureau | Mumbai | March 21, 2016

Mother-Dairy Click on the image to watch the TVC.

Mother Dairy launches its dairy whitener in a television commercial that captures some subtle moments in the life of a newly married couple, associating its product – Dailycious – with those special magical moments that the first cup of tea of the day brings.

In the television commercial (TVC), conceptualized by Ogilvy & Mather India, the morning cup of tea is made by the husband, who surprises his newly wed and still sleepy wife, pleasantly. The commercial targets consumers in the tea drinking States of West Bengal and Assam. The TVCs have been dubbed in Bengali, Assamese and Hindi.

Mother Dairy forays into the dairy whitener category with the launch of Dailycious. The 40-year-old brand is making steady inroads into the eastern and northeastern parts of India, promising quality with consistency and convenience.

This television commercial is a part of a dedicated campaign being launched for the dairy whitener.  Featuring Bollywood actor, Radhika Apte, the two-film campaign revolves around a young, newly- wed couple, setting out on their journey of life. The second film, scheduled for release later in the year, takes the plot further with an interesting new twist. The couple remain central to the TVC's theme, only the film unfurls a different facet of their life.

The campaign is also Mother Dairy's first initiative in the Bengali and Assamese languages. The campaign will be supported by a series of initiatives, spanning print, radio, digital and below the line (BTL) activities.

Subhashish Basu Subhashish Basu

Subhashis Basu, Business Head, Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we have always been proud to be a part of the daily lives of millions of consumers and dairy whitener is one such category that starts the day of many of our consumers. Over the period, this connect has established our presence with our audience; however, this season we wanted to strengthen the bond and this new TVC is a perfect platform to take the thought forward. I am confident that the new campaign will make perfect appeal to grab the mind share.”

The creative insight behind this campaign is that the dairy whitener was an integral part of one's daily life, especially in the tea drinking regions in east and north-east India. The woman of the house usually dons the role of the manager, ensuring that her loved ones get only the best in quality in their food and diet.

When she plays the varied roles of a mother, a wife, a homemaker and a professional, some of life's special moments get lost in the humdrum daily routine. Mother Dairy's Dailycious dairy whitener promises to ensure that those special moments of the day remain magical. This insight is built into the TVC and the brand message of the Mother Dairy campaign - “Banaye Special Moments Magical”.

In the TVC, the wife asks her husband if he would prefer his morning tea at 7 AM. The husband, engrossed in a book, grunts in the affirmative. The next morning, though, the wife wakes up at 7:10 AM and is dismayed to find that her husband had already risen for the day. Suddenly, the husband saunters into the room with a tray, bearing tea cups and the wife's tension dissolves into a pleasant surprise.

Ajay Gahlaut Ajay Gahlaut

"In communicating the Dailycious Dairy Whitener from Mother Dairy, we decided to centre our stories around the all-important cup of tea - partner to countless Indian stories every day. A well-made cup of tea can infuse magic into everyday moments, much like the effect of the goodness of Mother Dairy Dailycious Dairy Whitener on the tea itself,” said Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather India.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Mother Dairy

Agency: Ogilvy & Mather India

Executive Creative Director : Ajay Gahlaut

Senior Creative Director : Vikas Chemong

Director : Parikshit Vaidya

Production House : Magic Box

info@BestMediaInfo.com

Info@BestMediaInfo.com

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