Mother Dairy unveils new ‘Dailycious’ campaign

06 Sep,2016

By A Correspondent


Mother Dairy Fruit and Vegetable (MDFVPL) launched the second phase of its dairy whitener brand – Dailycious with a new television campaign. The new TVC is specially targeted for consumers across the regions of West Bengal and Assam. The TVC features Bollywood actor Radhika Apte as the leading lady in her new facet of life and has been conceptualised by Ogilvy.


The first TVC, released a few months ago, was centred on the couple as newly-weds beginning their journey together. The second TVC, which is in continuation of their life ahead, takes the plot further with an interesting new surprise. While the couple still remains central to the TVC’s theme, this time the audience will get to see a different facet of the couple’s life as the wife’s mother-in-law enters the picture.


Speaking on the campaign, Subhashis Basu, Business Head – Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we always endeavour to bring out products that offer best in class experience with trust, quality and purity. As part of our East India focus addressing to specific needs of consumers, we introduced Dailycious, the dairy whitener brand offering solutions with right mix of colour, taste, miscibility and cuppage. Over the period, this connect has established our presence in the region and to further strengthen the association, we are now launching a new phase of our Dailycious campaign taking the thought forward. I am confident that the new campaign will appeal to masses and enhance brand’s engagement with consumers.”


The TVC opens on the couple at the dining table, with the wife serving morning tea to her husband and mother-in-law. While serving tea, the wife asks her husband to show the newly bought shoes to her mother-in-law, attracting a witty and muted response from husband, whereas mother-in-law is taken a back in surprise. The mother-in-law then tries to search the new shoes on her son’s feet under the table with a feeling of apprehension, but is unable to find them underneath. She then goes on to take a sip from her tea and finds an unexpected pair of red toddler shoes before her sight. Amazed by the little pair of shoes, the mother-in-law then looks towards her son in-order to confirm the thought of becoming a grandmother. Her son in return confirms the same with a smile. She further looks towards her daughter-in-law to confirm the news, to which she happily nods in agreement. The entire moment becomes more cheerful when both hug each other celebrating the occasion. This exchange between them creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the goodness of Mother Dairy Dailycious dairy whitener.


“The second TVC from the two ad film campaign takes the conversations and stories around the all-important cup of tea to a new dimension, reiterating our big idea that a well-made cup of tea can infuse magic into everyday moments. The goodness of Mother Dairy Dailycious Dairy Whitener enhances the tea experience, which has been captured in this endearing spot featuring the talented RadhikaApte.” added Ajay Gahlaut, Executive Creative Director, Ogilvy India.


The TVC went on air from September 5 and will also be available on YouTube and other digital channels. The campaign is Mother Dairy’s one of the leading initiatives towards developing a regional approach in Bengali and Assamese. The newly launched campaign will be supported by a series of initiatives involving a 360-degree approach spanning across print, radio, digital and BTL activities.



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