Parsi Dairy Farm has released a Diwali rap film titled ‘This Is Diwali, Giving’, featuring Mumbai rapper Mohak, as the 110-year-old dairy and mithai brand looks to connect with a younger generation of consumers.
Founded on Princess Street in Mumbai in 1916, the brand has released the 70-second film, shot entirely inside its Marine Lines store. The counters, kulfi freezer and iconic red door feature in the film, which uses the store as the backdrop for a contemporary take on Diwali gifting.
The track draws on familiar festive moments, from family gatherings and selfies to relatives reaching for the last piece of barfi and carrying boxes of sweets when visiting loved ones. Its hook has also been released as an open audio on Instagram, allowing users to incorporate it into their own Diwali reels.
The film features Parsi Dairy Farm products, including barela peda, sutarfeni, kulfi and ghee, alongside its seasonal offerings of chocolate dragees and flavoured nuts, presented in Diwali hampers.
Now run by the family’s fourth generation, Parsi Dairy Farm is using music in a campaign for the first time. The initiative brings the brand’s legacy into a social media format, linking its history with contemporary festive celebrations and gifting habits.
"Most of Mumbai has a Parsi Dairy Farm memory. This Diwali we wanted to make something for the generation making the memories now, in their language and their format. The rap is still about what we have always been about: a box of mithai, given to someone you love," said Zeenia K. Patel, Director, Branding and Marketing, Parsi Dairy Farm.
