Mother Dairy has rolled out a campaign ‘Aai Jaisi Mumbai’ (a mother like Mumbai), which celebrates the city's motherly spirit.

Conceptualised by Ogilvy, the campaign consists of an ad film.

The black-and-white film features a series of moments in the lives of Mumbaikars that embody the city’s mother-like qualities, like selflessness, resilience, nourishment, and love. The film shows these personal moments interspersed with Mother Dairy products. 

What we think of it: The film captures the emotions of life’s small yet meaningful moments, the nostalgia heightened by the black-and-white filter over it all. As a tribute to Mumbai as well as to the feeling of motherly love found around us, it does a great job.

Manish Bandlish, managing director, Mother Dairy, said, “Mumbai embodies the qualities of a mother – resilient, welcoming, and quietly generous. As a brand synonymous with maternal care and unwavering trust, evident in every drop of milk and each spoonful of nourishment - Mother Dairy is proud to extend this legacy of love and care to Mumbai, a city renowned for its ceaseless spirit of giving. Through Aai Jaisi Mumbai, we aim to deepen our bond with the people of this vibrant city, while reinforcing our promise to serve Mumbai with the same care, compassion, and dedication that defines our brand."

Nitin Srivastava and Sujoy Roy, CCO - north, Ogilvy, added, “In a city where dreams come to survive and thrive, it is often the unseen, everyday gestures that reflect its motherly spirit. Strangers helping during the floods, a local tapriwala feeding a homesick student, dabbawalas taking care of each other as they go about doing what they do every day, a kaali peeli cabbie waiting to ensure you get home safely. These moments of unconditional kindness are what inspired Mother Dairy’s latest campaign, rooted in its brand bringing alive the brand’s philosophy - everyone has a ‘Maa Jaisi’ trait in them.”

CREDITS:

Client: Mother Dairy

Agency: Ogilvy Gurugram

Production house: The Unicorn Films

Director: Bikramjit Bose

Executive producer and editor: Avishek Ghosh

DOP: Ranabir Das       

Music director: Subhajit Mukherjee

Sound: Moinak Bose

VO: Ira Dubey