New Delhi: Mother Dairy has unveiled a new integrated campaign for its ice creams portfolio titled ‘Aaya Mausam Ice Cream Ka… Mother Dairy Ice Creams Ka’, tapping into the emotional resonance of Indian summers through nostalgia-driven storytelling.
Inspired by the iconic 90s track Aaya Mausam Dosti Ka, the campaign blends familiar cultural cues with contemporary narratives to build a strong emotional connection across generations. It captures the essence of summer as a season of shared moments, indulgence, and lasting memories.
Conceptualised by Ogilvy & Mather, the five-week campaign features three short digital video commercials (DVCs) centred around slice-of-life summer experiences—from terrace cricket and after-school treats to simple family moments. The films aim to recreate relatable scenarios where ice cream becomes an integral part of everyday joy.
Talking about the new campaign, Jayatheertha Chary, Managing Director, Mother Dairy, said, “Summer is a season filled with memories, rituals, and shared moments, and ice creams have always been an integral part of this experience. 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 season into other seasons and occasions over time, positioning Mother Dairy ice creams as a delightful companion for every season, mood, and occasion.”
Sharing the creative vision behind the films, Sujoy Roy, Chief Creative Officer, Ogilvy & Mather Pvt Ltd, added, “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.”
The campaign will be amplified across print, digital, and out-of-home (OOH) platforms, ensuring wide visibility during the peak summer season.
As part of its summer push, Mother Dairy is also expanding its ice cream portfolio with around 20 new offerings. The line-up includes innovations such as Two-in-One Matka and Tub formats, a premium ‘Crafted’ range, and new-age flavours like Cream Cheese Pistachio Cone and Pistachio Kulfi Cassata. Additionally, the company is introducing a low-calorie ‘Go-Low’ range featuring flavours such as Choco Almond, Shahi Mewa, and Kesar Pista Tilla Kulfi.
With this campaign, Mother Dairy aims to strengthen its positioning as a brand synonymous with indulgence, nostalgia, and everyday moments of joy across seasons.
CREDITS:
Client Credits:
Mother Dairy Fruits & Vegetable Pvt Ltd
Mr. Jayatheertha Chary, Managing Director
Randhir Kumar, Sr. General Manager, Marketing (Dairy Products)
Mayank Bharadwaj, Assistant General Manager, Marketing
Navya Verma, Deputy Manager, Marketing
Agency Credits: Ogilvy
Credits for Social platforms:
Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Executive Chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
President, Ogilvy North – Prakash Nair
Chief Creative Officer, Ogilvy North – Sujoy Roy
Head of Consulting India and Head of Strategic Planning, Ogilvy North – Neeraj Bassi
Executive Vice President Planning, Ogilvy North – Shikha Sharma
Planning – Jose John
Creative Team – Murtaza Said, Srikant Behera, Divyesh Kansagara, Sumit Vashisth
Account Management Team Pawan Bhatt, Soumyabrata Banerjee, Ritwik Kandpal, Asim Mathur & Sanjeev Yadav
Production House Credits:
Production House – The Unicorn Films
Director – Victor Pillai
Executive Producer – Avishek Ghosh
Photographer – Avadhut Hembade
Credits for Print:
Team Ogilvy
Client: Mother Dairy Fruits & Vegetable Pvt Ltd
Production House: The Unicorn Films
