Mother Dairy highlights special moments for Dailycious

18 Mar,2016

By A Correspondent


Over the years, Mother Dairy has successfully diversified its portfolio catering to variety of consumer needs and is in the process of expanding its reach across geographies. With their recent foray into the ambient dairy category with the launch of dairy whitener – Dailycious, the brand is strongly making inroads to reach out to masses across the East and North-East regions by offering quality with consistency and convenience.


Moving ahead the brand is in the process of launching a dedicated campaign for the category led by a TVC in a special way where Bollywood actor Radhika Apte is featured as the leading lady. The campaign dubbed as ‘Make Special Moments Magical’ is a two-film campaign, conceptualised by Ogilvy. The TVC is centred on a young couple who is setting out on their journey of life after being wed recently. The second film, scheduled for release later in the year, takes the plot further with an interesting new surprise. While the couple still remain central to the TVC’s theme, the audience will get to see a different facet of the couple’s life.


The TVC will be aired starting from March 17, 2016 and will also be available on YouTube and other digital channels. The campaign will be Mother Dairy’s first initiative towards developing a regional approach in Bengali and Assamese language.


The TVC opens on the couple who is about to retire for the night, when the wife portrayed by Radhika Apte asks her husband with the apprehension & coyness of a newlywed bride, if he would prefer his morning tea at 7am? The husband who is busy reading a book in bed, responds to her in an unpretentious manner. The next morning the wife wakes up at 7:10am and realizes that her husband is already out of bed, when all of a sudden he surprises her by bringing the morning tea and banters with her for being 10 minutes late. This exchange between the two creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the purity & goodness of Mother Dairy Dailycious dairy whitener.


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