Dairy Day Ice Cream has released its summer campaign, Goodness is Good. Conceptualised by Famous Innovations and directed by National Award-winning director Vibhu Puri, it comprises a video series of three films that aims at celebrating every act of goodness that spreads happiness in people’s lives, and will be aired throughout the summer.
The first film in the series, titled Sign Language, tells a powerful story of a young boy learning to communicate in sign language in order to welcome a hearing- and speech-impaired child who recently moved into his apartment complex. The film ends with the children forming a lifetime bond as they share a delicious tub of Dairy Day Ice Cream.
M N Jaganath, co-founder, Dairy Day, stated, “The Goodness is Good campaign is our attempt to deliver a message of unity, trust and friendship that can be achieved if our thought process is driven by goodness.”
“Through this campaign, we aim to encourage people to reimagine what they can achieve if they take the time to learn and understand what a small act of goodness can achieve. Dairy Day believes that goodness comes naturally, and we have made goodness the focus of our brand,” he added.
“Dairy Day as a brand and as a company truly embody the spirit of goodness – of being kind, caring for people and helping people in the right way. With this campaign, we have tried to bring the same alive through simple, relatable stories,” said Raj Kamble, founder and chief creative officer, Famous Innovations.
“Be it the father who understands that marks do not define a child, a layman who gently pushes children to play with nature and ensures the children disconnect from digital world/video games or the little boy who learns sign language to make a new friend,” he added.
“There are important messages hidden in these humble acts of goodness and we hope this campaign helps spread cheer in the world, at a time when we all need it so badly,” Kamble stated.
Puri said, “Making films is my passion, and like all filmmakers, I always lookout for a great script and more so in advertising. So, when I got the three scripts, especially the sign language film, I jumped.”
“What drew me the scripts was the novel idea of using the innocence of kids – be it the relationship between the father and the daughter, highlighting the digital world of kids nowadays or doing a film about a relationship between the two kids, that had no words was challenging but yet was joyous,” he added.
“I think the client was also very supportive and compassionate, and they never ever tried drilling the brand in the film. They, like all of us, just wanted the message to come across naturally that Goodness is Good. Hope the audiences love it as much I loved making it,” Puri said.
Founded in 2002, Dairy Day is one of the leading brands in South India with extensive presence in Karnataka and Tamil Nadu.
It manufactures and supplies approximately 150 products in over 30 flavours. The range of products include a variety of cups, cones, sticks, tubs and other novelties. It has two state-of-the-art manufacturing units in Karnataka, spread over two lakh square feet with production capacity of 1.4 lakh litre per day.
The ice cream is available across most of the cities and towns in South India and Maharashtra and supplies its products through a network of over 30,000 retailers.