May 22, 2020
As part of the advertisement campaign, Mother Dairy has also partnered with Delhi’s Radio City’s popular breakfast show ‘Suno Na Dilli’ with RJ Ginnie as host
During the on-going global pandemic social distancing, celebrating special moments is not be easy but this going to be the fad in coming days generally called as new normal for most of us. After recently launching its new campaign ‘Maa Ke Haath Ka Khana’ and a great success of it, Mother Dairy desires to spread smiles across million faces by encouraging people to cherish their special occasions even during the lockdown.
Mother Dairy with its media partner Wavemaker, together has conceptualized a radio-socio-digital campaign #RishtonkaCelebration, urging people not miss their special occasions, especially those who are staying alone during the lockdown. As a part of on-air campaign Radio City’s RJ Ginnie, through her popular breakfast show ‘Suno Na Dilli’ urges Delhi citizens to share their #Rishtonkacelebration stories and sagas and narrate how are they celebrating the special day. Everyday 1 winner is selected based on the best story and Radio City and Mother Dairy send them a Mother Dairy special ice cream cake at their homes to add to their celebration and merry-making.
Adding a whole-hearted gratitude, Mother Dairy took this enterprise a level higher to greet the combat workers across Delhi -NCR who keep ensuring the safety of our citizens during these tough times, standing and toiling in this sweltering heat, away from their families.
Speaking on these initiatives, Mansi Datta, Managing Partner, Wavemaker India said, “Mother Dairy has been embracing these tough times by acknowledging and extending its warmth and support to consumers. During these testing times, all we need is that extra cushion of love and support. We are extremely delighted to work with Mother Dairy and bring out such beautiful campaigns.”
Commenting on the idea of the campaign Sanjay Sharma, Business Head – Dairy Products, Mother Dairy said, “The lockdown has hit us emotionally too and being a consumer-conscious brand we took it as a responsibility to maintain smiles on the face of consumers as before. The idea behind this campaign is to spread positivity and happiness during this tough time and what is better than food. The celebrations should continue, people should enjoy their special occasions.”
Kartik Kalla, Chief Creative Officer, Radio City said, “Radio City has always been a torchbearer for the benefit of the city and citizens. Currently, we are all facing tough times, and are stuck at home also celebrations have taken a back seat due to the nationwide lockdown. Radio City’s association with Mother Dairy through #Rishtonkacelebration campaign ratifies the fact that for us our listeners and their happiness has always been a priority. We are elated to be associated with Mother Dairy and spread a smile and a positive vibe amongst Delhiites.”
To provide excellent customer experience and convenience, Mother Dairy has launched an AI-based WhatsApp bot wherein users can directly message the bot to know the nearest location to enjoy Mother Dairy ice-cream cakes in their vicinity. Through digital/Social with Facebook/Insta/Search/SMS/Email platforms, this campaign created an affable atmosphere for its consumers who were celebrating their special days during lockdown across Delhi NCR.