Mother Dairy Ice Cream, which stands for outstanding flavour and quality, is about to launch a new ice cream campaign called #MotherPromise, which will target consumers of all ages.
Ogilvy India conceptualised the campaign, which consists of two TVCs that clearly convey the idea of making a superlative commitment. The six-week ad plays on the idea of making promises over ice cream while keeping its commitment to providing consumers with best-in-class milk-based ice creams.
Walking towards the summer season of 2023, Mother Dairy is introducing over 10 new ice cream variants comprising of Kulfis (Shahi Malai Kulfi, Shahi Phirni Kulfi, Shahi Paan Kulfi, Shahi Pista Kulfi, etc.), also Cones (Koko Karamel Kore, Choco Coffee Crunch, Black Forest Cone and Chocolate Fudge Cone), Bars (Berry Blast & Coco Sparkle) and Lemon Ice Candy, giving various flavours and offers to its valued customers.
Manish Bandlish, managing director of Mother Dairy, commented on the new campaign: “At Mother Dairy, we take pleasure in producing 100% milk-based ice creams created with top-notch ingredients. We have consistently guaranteed outstanding flavour and unrivalled quality in all of our offers, and we stand by it. For many years, our customers have shown love and conviction in return for their confidence.
“The new campaign is our endeavour to keep our word and further establish trust in a manner that even our customers can support, much like upholding the greatest guarantee decree—a “Mother Promise.” In the future, we will integrate the ‘Mother Promise’ advertising concept across a number of dairy product categories, he continued.
We swear on our moms as the strongest assurance that we mean what we say, according to the campaign’s central tenet. It is an examination of morality and purity. You can rely on Mother Dairy products since they are the best and are prepared with just the purest milk and all of their benefits. In this sense, Mother Dairy has always been a caring brand with a strong dedication to both social responsibility and product ethics. According to Rohitash Srivastava, head of strategy & planning at Ogilvy India (North), “We sought to portray these timeless ideals in a modern approach.