Mother Dairy Launches New Phase of ‘Dailycious’ Dairy Whitener Campaign

Milk & Milk products major Mother Dairy Fruit and Vegetable Pvt. Ltd. (MDFVPL), today launched the Phase II for its dairy whitener brand – Dailycious with a new television commercial (TVC) campaign. The new TVC is specially targeted for consumers across the regions of West Bengal & Assam. The TVC features renowned Bollywood Actor Radhika Apte as the leading lady in her new facet of life and has been conceptualised by Ogilvy.

The first TVC, released a few months ago, was centred on the couple as newly-weds beginning their journey together. The second TVC, which is in continuation of their life ahead, takes the plot further with an interesting new surprise. While the couple still remains central to the TVC’s theme, this time the audience will get to see a different facet of the couple’s life as the wife’s mother-in-law enters the picture.

Speaking on the campaign, Subhashis Basu, Business Head – Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we always endeavour to bring out products that offer best in class experience with trust, quality & purity. As part of our East India focus addressing to specific needs of consumers, we introduced Dailycious, the dairy whitener brand offering solutions with right mix of colour, taste, miscibility and cuppage. Over the period, this connect has established our presence in the region and to further strengthen the association, we are now launching a new phase of our Dailycious campaign taking the thought forward. I am confident that the new campaign will appeal to masses and enhance brand’s engagement with consumers.

Elaborating on the association, the renowned new age Bollywood Actor Radhika Apte added, "I am happy that the 1st ad was received so well and has managed to garner a lot of traction for the brand with its consumers. The journey thus far has been quite magical, much like Mother Dairy’s Dailycious dairy whitener and I hope that the 2nd TVC is equally loved & appreciated by all."