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Mother Dairy to unveil Happy Food Happy People campaign aimed at youth
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Wednesday, 09 April, 2014, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Milk and dairy major Mother Dairy Fruit and Vegetable Pvt Ltd, would unveil the Happy Food Happy People campaign, targeting young adults.
The campaign has been conceptualised by Ogilvy and Mather, Gurgaon, while its production has been executed by RU Films.
Its television commercial, which celebrates the organisation’s range of dairy offerings, has the tagline, ‘Taste That Lifts You’.
Through the commercial, Mother Dairy is seeking to create a relationship with the new and emerging consumers of young India.
Happy Food Happy People
Happy Food defines Mother Dairy’s commitment to offer pure, hygienic and adulteration-free high-quality products which has been the strength, differentiator and heritage of the brand over years.
And Happy People defines the guilt-free indulgence by consumers in its products, which offer great taste.
Hence, the tagline Happy Food Happy People.
Speaking on the campaign and the new relationship that Mother Dairy is out to create, Vaibhav Kumar, chief marketing officer, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “Today the young adult likes to indulge himself/herself in great tasting products. But at the same time he/she is consciously aware of the nutritional benefits that are added to everything that he/she consumes.”
“Mother Dairy offers them the great products that they remain guilt-free, while also being assured of quality. The young adults has consumed Mother Dairy Milk and products even since he/she was a child and has grown up with the company, which gives him the confidence of great products to be guilt-free and happy,” he added.
“The TVC beautifully showcases young adults consuming Mother Dairy offerings, it seamlessly depicts how the taste by Mother Dairy lifts your mood due to guilt-free indulgence and makes you happy,” Kumar said.
He added, “It uses lift as the creative execution of happiness. The TVC showcases guilt-free indulgence, and it even successfully puts the message across that what you are consuming is healthy.”
“In a matter of 60 seconds the TVC connects with you and makes you want to have that ice cream, fruit yoghurt, lassi or even that misti doi or milk which the young adults are so blissfully consuming,” Kumar stated.
According to Ajay Gahlaut, executive creative director, Ogilvy and Mather, Gurgaon, “Our task was clear cut – give a new face to the brand. And what better way to do that than by giving it a face of sheer happiness, because that is the feeling you experience when you have a taste of their delightful range of products. It truly is an uplifting experience, every time,” he added.
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