By A Correspondent

Mother Dairy Ice Creams along with Wavemaker and Red FM has conceptualised and executed  the brand’s latest campaign for Rocket ice cream chocolate.

Speaking on the initiative, a Mother Dairy spokesperson said: “It has been our constant endeavour to introduce enticing ice cream flavours to our consumers to keep them delighted throughout. This year has been no different with the launch of a unique Ice Cream Chocolates category under the new brand Rocket. To engage and excite the imagination of young target audience our creative partner Ogilvy has created an awkwardly cute and adorable inter galactic alien-Neila as the brand mascot. Here is a fun piece of Neila trivia, the name Neila isn’t just derived from the alien’s color as referred to the color Blue in Hindi, but it is also the word Alien spelt in reverse – Neila.”

Added Karthik Nagarajan, Chief Content Officer, Wavemaker India: “Our work is only as innovative as our clients and partners. Adaptive marketing is all about brands understanding popular culture and becoming a part of it seamlessly. Neila is a playfully innovative way of using meme marketing to cut through the clutter and making the brand endearing to the customer. Mother Dairy has always been supportive of contemporary campaigns that drove us to design this fun campaign along with our partner Red FM”.

Commenting on the association, Nisha Narayanan, Director and COO, RED FM and Magic FM, said: “An innovative product needs an innovative campaign and we are happy to be associated with Mother Dairy for the launch of Rocket, Ice Cream Chocolate. The thought behind this campaign was to create more conversations and playfulness around the newly launched product by Mother Dairy.”