The profound virtues of love, care, and compassion are universally embodied by every mother. We, in turn, inherit and beautifully exemplify these same traits in a myriad of situations, showcasing the enduring legacy of a mother’s love.
Mother Dairy, India’s beloved dairy brand, celebrated these qualities to emphasize the profound impact of a mother’s love and care. They honoured all the “Maa Jaisi” figures in our lives, whether it be a friend, a colleague, or even a stranger, who embody the nurturing and supportive qualities of a mother.
The message? Mother Dairy deeply cherishes and embodies the “Maa Jaisi” values in its brand identity and products to ensure the same unconditional love and care that a mother provides. The brand has beautifully woven this compassionate perspective into a heartfelt film that delves into maternal instincts beyond traditional mother-child relationships.
Watch the brand-new film featuring a beautiful anthem:
The campaign is a heartfelt tribute to those who evoke the tender, nurturing love of a mother through their unconditional care and support. What truly strikes a chord is the song “Maa Jaisi,” penned by the maestro Gulzar Sahab, composed by the duo Clinton Cerejo and Bianca Gomes of The Shor Police, and sung by Mohan Kannan with the beautiful film directed by the renowned director Amit Sharma. The soul-stirring soundtrack beautifully captures the depth of emotion and illustrates the myriad ways in which individuals enrich each other’s lives, much like a mother’s unwavering love and compassion.
A 360 degree campaign
Mother Dairy left no stone unturned in creating a significant buzz for its campaign by utilizing top TV channels, newspaper and radio ads, and outdoor activations. They maintained a strong presence on Star Sports and JioTV during the IPL for maximum visibility. Additionally, the campaign targeted the digital-savvy younger audience by amplifying its presence on popular platforms such as Spotify, YouTube, Instagram, and Facebook.
Mother Dairy celebrated Mother’s Day as ‘Maa Jaisi Day’, honouring all the motherly figures in our lives. The brand encouraged people to share their heartfelt stories and ‘maa jaise relations’ in partnership with SheThePeople and Tweak India. The response to the campaign was overwhelming, with a flood of touching entries pouring in.
There was an overwhelming response on social media, with influencers such as Jay Bhanushali, Mister Tikku, and Jayati Bhatia joining the conversation. They showcased the personal stories of creators, amplifying the positivity and engaging people.
A well-rounded campaign
All in all, a heartwarming campaign that beautifully captures the essence of maternal instincts. It celebrates the core values of the brand Mother Dairy: love, nurturing, and purity.
