Mother Dairy has launched a new campaign for its ice creams portfolio titled ‘Aaya Mausam Ice Cream Ka… Mother Dairy Ice Creams Ka’ as part of its summer marketing push.
Conceptualised by Ogilvy, the five-week campaign is inspired by the 90s film track 'Aaya Mausam Dosti Ka'. It comprises three short digital video commercials built around everyday summer moments such as terrace cricket, after-school treats and family time.
The campaign will be amplified across radio, print, out-of-home and audio streaming platforms including Spotify and YouTube.
Speaking about the campaign, Jayatheertha Chary, Managing Director, Mother Dairy said, “At Mother Dairy, we take pride in offering 100 per cent milk-based ice creams made with best-in-class ingredients, which, over the past three decades, have become an integral part of countless summer memories and shared moments. With ‘Aaya Mausam Ice Cream Ka’, we have attempted to capture these relatable moments through a nostalgic lens that resonates across generations. While rooted in summer nostalgia, the idea of mausam opens up a larger canvas for the brand—one that can extend beyond summer into other seasons and occasions over time, positioning Mother Dairy ice creams as a delightful companion for every season, mood and occasion.”
The Mango Afternoon shows a moment between siblings under a mango tree, enjoying Mother Dairy’s Ek Dum Aam ice cream.
The School Gate features two schoolgirls sharing an ice cream after school:
The Terrace Cricket captures a group of friends playing cricket on a terrace, with a missed catch forgotten over a Mother Dairy chocolate cone:
Sharing the creative vision behind the films, Sujoy Roy, Chief Creative Officer, Ogilvy & Mather Pvt Ltd said, “Indian summers aren’t really about the heat, they’re about what the heat makes you do. Chase a mango you can’t quite reach. Sleep on a rooftop and solve nothing. The last bell at school before the summer holidays. We weren’t trying to sell relief from summer. We were trying to sell summer itself with ice cream as its most loyal accomplice.”
Alongside the campaign, Mother Dairy is expanding its ice creams portfolio with around 20 new products this summer.
The new range includes two-in-one matka and tub formats, a premium 'Crafted' range, and flavours such as Cream Cheese Pistachio Cone and Pistachio Kulfi Cassata. The company has also introduced a low-calorie range under the Go-Low sub-brand in three flavours—Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
