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Dairy brands are on a roll when it comes to utilising content as an important pillar of marketing. Many are diligently producing hours of live content around cooking while others are creating user-generated content or collaborating with influencers to engage with the audience.

One such brand that has stood out due to its content strategy is Mother Dairy, which has been seen trying out different formats across mediums during the pandemic, leaving out no occasion to engage with consumers.

Wavemaker India is the brainchild behind the brand’s increased focus on content during the pandemic.

Most recently, on Raksha Bandhan, Mother Dairy associated with actor and social media influencer Jannat Zubair for its sweets range. In the video, Jannat and her brother Ayaan played the ‘Balloon Laughter Challenge’, adhering to the brand positioning of #RishtonKaSwadBadhaye.

Jannat’s post:

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A post shared by Jannat Zubair Rahmani (@jannatzubair29) on

Jannat and her brother have a huge fan following on social media. It was apt for Mother Dairy to bank on their brother-sister bonding and their massive following on Raksha Bandhan. Such kind of association and content fetches instant awareness.

According to Sheeko Brandscore, the brand was able to reach out to more than 6 million people and the campaign was viewed by more than 2.2 million people in an estimated media value pegged around Rs 4-6 lakh.

Sheeko Brandscore graph of Mother Dairy’s performance on Instagram in a year:

On Mother’s Day, Mother Dairy had collaborated with stand-up comedian and writer Zakir Khan, who recited the poem, 'Maa ke haath ka khaana' for Mother Dairy Fresh Delights. The campaign gained a lot of traction organically. After that campaign, the Raksha Bandhan video by Jannat and her brother is also fetching a lot of popularity.

To promote its sweets range, Mother Dairy also associated with Radio City, which posted an animated video on its Insta handle

Here’s the video by Radio City for Mother Dairy on Raksha Bandhan.

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A post shared by Radio City India (@radiocityindia) on

In May, Mother Dairy conceptualised a radio social and digital campaign #RishtonKaCelebration, urging people to not miss out on special occasions, especially those staying alone during the lockdown.

As part of Radio City’s on-air campaign, RJ Ginnie, through her popular breakfast show ‘Suno Na Dilli’, urges Delhiites to send in their #RishtonKaCelebration stories and share how they are celebrating the special day. Every day, one winner is selected on the basis of the stories. Radio City and Mother Dairy will send them a Mother Dairy special ice-cream cake to their homes to add to their celebration.

In July, for Mother Dairy’s newly launched Haldi Milk range, Radio City’s RJs executed the UGC campaign. As part of the campaign, the RJs shared their childhood golden moments to drink Haldi Milk and the various tricks their moms used to convince them. RJ Divya, through her popular show, urged moms of Delhi to send in their #RishtonKiImmunity stories and the tricks they used to feed their kids the things they disliked.

The brand also associated with Red FM for its ice-creams range in July. The Red FM RJs interacted with Neila, the alien brand mascot of Mother Dairy’s Rocket Ice Cream Chocolate, and invited listeners to share their pictures with the newly launched product on social media with the hashtag #RockItWithRocket to win hampers. Hosted on Red FM’s on-air and digital platforms, the innovative campaign showcased alien invasion at Red FM studios.

The videos with Red FMs RJ Raunac with Mother Dairy Rocket Ice Cream Chocolate: