In a tribute to Mumbai’s nurturing spirit, Mother Dairy has rolled out a special adaptation of its iconic ‘Maa Jaisi’ campaign titled ‘Aai Jaisi Mumbai’.
The Mumbai-centric campaign celebrates the city's mother-like spirit and aims to connect more deeply with Mumbaikars by acknowledging the unique blend of strength and tenderness that makes both them and their city truly one of a kind.
Conceptualized by Ogilvy, the campaign captures slice-of-life moments where Mumbaikars mirror the maternal qualities we see in our own mothers – selflessness, resilience, nourishment, and love.
Speaking about the initiative, Manish Bandlish, Managing Director, Mother Dairy, said; “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 DVC and is spread across print, radio and OOH.
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