Mumbai: As temperatures soar this summer, Mother Dairy has turned up the cool factor with its vibrant new out-of-home (OOH) campaign for its range of ice creams. Designed to be as refreshing visually as the product itself, the campaign brings together irresistible imagery, playful one-liners, and a dynamic media mix that has transformed the Delhi-NCR skyline into a celebration of flavour and fun.
Executed by creative agency Ideacafe, the campaign rolled out across key locations in Delhi, Gurgaon, and Noida, strategically using a mix of media formats including bus queue shelters, duct panels, LED screens, unipoles, and metro media. This expansive presence was carefully mapped to target high-footfall areas — from office zones to residential neighborhoods and popular markets — ensuring the campaign resonated with Mother Dairy’s diverse urban audience.
The objective was clear: to connect with consumers at relevant touchpoints, influence purchase behaviour through visual appeal, and reinforce the brand’s presence in the minds of ice cream lovers during peak season.
Nabendu Bhattacharyya, Founder of Ideacafe, commented on the collaboration, stating, “Mother Dairy has always been a believer in the visual impact that the OOH medium provides as an impulsive category. As evangelists of the medium, we consider it a privilege to partner with brands who use the medium’s strength and its inherent characteristics to create unforgettable campaigns and this opportunity of working with Mother Dairy is no less than an honour for us at Ideacafe.”
The campaign not only reflects the youthful, contemporary shift in the brand’s identity but also brings to the forefront its innovative flavour portfolio — from classics to exciting new offerings like Bubblegum, Pina Colada, Double Trouble, and Choconado.
A Mother Dairy spokesperson shared, “Ice creams are all about excitement, newness, and fun – and that’s exactly what we have captured in our coolest ice cream campaign this summer. Aligned to Mother Dairy’s new identity, this campaign aims to build on a youthful and contemporary brand image, and showcase our innovative flavours like Bubblegum, Pina Colada, Double Trouble, and Choconado – moving beyond the traditional. From design to tonality, everything reflects a modern vibe, promising fresh, flavourful experiences like never before.”
