Mother Dairy, one of India’s leading milk and milk products companies, has launched a new ice cream campaign called #MotherPromise. The campaign, conceptualized by Ogilvy India, aims to target consumers of all age groups and is set to run for six weeks. The focus of the campaign is to showcase the company’s efforts to offer superior-quality milk-based ice creams.
The Significance of #MotherPromise
The campaign revolves around a ‘Mother Promise’, considered one of the highest levels of commitment. Mother Dairy promises to deliver the best-in-class milk-based ice creams to its consumers, which it has been doing for decades. The two TVCs launched as part of the campaign creatively explore the idea of making promises over ice cream while delivering on the promise of offering rich, creamy, and tasty ice creams.
The two TVCs launched as part of the campaign each feature a unique storyline that revolves around the idea of making promises. The first TVC features an elder sister and her younger brother on their way back home after school. The sister offers the brother a Mother Dairy Kulfi as a reward for keeping a secret, and to reaffirm her commitment, she makes a Mother Promise.
The second TVC features a young couple where the girl uses Mother Dairy Cones to cool down her sulking partner and to make a promise, she swears by Mother Promise. The campaign aims to communicate the values of nurturing, product ethos, and social commitment that Mother Dairy has always upheld. The company takes pride in offering 100% milk-based ice creams made with the best-in-class ingredients, and the #MotherPromise campaign is an attempt to further strengthen the trust its consumers have in its products.
Overall, Mother Dairy’s new ice cream campaign is a unique and creative way to showcase the brand’s commitment to offering superior quality milk-based ice creams. With the #MotherPromise campaign, the brand aims to strengthen the trust its consumers have in its products and communicate its core values to a wider audience.