Milk and Dairy products major Mother Dairy Fruit and Vegetable has unveiled its new campaign and corporate tagline of ‘Happy food Happy People’ targeting young adults. The new TVC also celebrates the dairy product range of the organisation with the new tagline of ‘Taste That Lifts You’.
According to the company officials, Happy Food defines Mother Dairy’s commitment to offer pure, hygienic and adulteration free quality products while Happy People defines the guilt free indulgence by consumers in its innovative and healthy products that offer great taste.
Speaking on the campaign and the new relationship that Mother Dairy aspires to build with the youth, Vaibhav Kumar, Chief Marketing Officer, Mother Dairy Fruit and Vegetable, said, “Today the young adult likes to indulge himself in great tasting products. But at the same time he or she is consciously aware of the nutritional benefits that are added to everything that they consume. Mother Dairy offers them great products that they remain guilt free while also being assured of quality.”
The campaign has been conceptualized by Ogilvy & Mather, Gurgaon, while the production has been executed by RU Films.
Mother Dairy was commissioned under the flagship ‘Operation Flood’ project of the National Dairy Development Board (NDDB) in December 1974 and currently the company is a wholly owned subsidiary of NDDB. The brand has been serving Delhi for nearly 40 years,. It also markets milk in Mumbai, Lucknow, Kanpur, Tirupati, Pune, Saurashtra, and Hyderabad.
The brand over the years has also evolved into a dairy products player with presence in the categories of Ice creams, Dahi, Misti Doi, Fruit yoghurt, Masala Chach, Lassi, Flavoured milk, butter, cheese, UHT milk, etc. Mother Dairy also markets fruits and vegetables, frozen vegetables, fruit pulps and juices under the brand name ‘Safal’. The Dhara range of edible oil is also marketed by Mother Dairy.