Mumbai: Mother Dairy has launched a heartfelt, Mumbai-focused iteration of its celebrated ‘Maa Jaisi’ campaign. Titled ‘Aai Jaisi Mumbai’, the campaign is a powerful tribute to the motherly qualities embodied by the city of Mumbai and its resilient, nurturing people.
Conceptualized by Ogilvy India, the campaign weaves together slice-of-life stories that celebrate the unsung maternal spirit of everyday Mumbaikars—reflecting the care, selflessness, and strength synonymous with a mother’s love. Through this tribute, Mother Dairy aims to deepen its emotional connection with Mumbai, while reinforcing its core values of nourishment, trust, and compassion.
Manish Bandlish, Managing Director, Mother Dairy, shared his thoughts on the campaign, saying, “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.”
The campaign is led by a poignant Digital Video Commercial (DVC) and will be amplified across print, radio, and out-of-home (OOH) platforms. Rooted in the brand’s long-standing legacy, ‘Aai Jaisi Mumbai’ celebrates the seamless alignment between Mother Dairy’s nurturing ethos and the spirit of Mumbai.
The black-and-white visuals of the DVC eloquently showcase intimate and emotional scenes from the city’s daily life—gestures of kindness on bustling trains, shared chai at roadside stalls, comforting moments at iconic landmarks like the Gateway of India—all narrated in a soulful, street-style rap that captures Mumbai’s cultural heartbeat.
Nitin Srivastava and Sujoy Roy, CCO North, Ogilvy, elaborated on the creative inspiration behind the campaign, stating, “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 brings alive the brand’s philosophy – everyone has a ‘Maa Jaisi’ trait in them.”
Credits
Brand: Mother Dairy
Production House: The Unicorn Films
Director: Bikramjit Bose
Executive Producer & Editor: Avishek Ghosh
DoP: Ranabir Das
Music Director: Subhajit Mukherjee
Sound: Moinak Bose
VO: Ira Dubey
Agency: Team Ogilvy, Gurugram.
