Mother Dairy unveils Mumbai-centric spin on ‘Maa Jaisi’ campaign
- Sub Editor
- 8 hours ago
- 3 min read
Launches ‘Aai Jaisi Mumbai’ – a heartfelt tribute to the city’s motherly spirit
In a heartwarming tribute to Mumbai’s nurturing spirit, Mother Dairy, India’s leading milk and milk products major, has rolled out a special adaptation of its iconic ‘Maa Jaisi’ campaign titled ‘Aai Jaisi Mumbai’. The newly introduced 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.
Conceptualised 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. It serves as a quiet yet powerful salute not only to the mothers we are born to, but also to the city and its people, who so often become mother figures in our lives.
Speaking about the initiative, Mr. 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 newly introduced campaign is led by a DVC and is spread across print, radio and OOH. Rooted in the brand’s legacy of nourishment and trust, Aai Jaisi Mumbai not only reinforces Mother Dairy’s emotional connect with its consumers but also celebrates the shared values between the brand and the city.
DVC Details
The DVC unfolds in evocative black-and-white frames, capturing slice-of-life moments that celebrate the maternal spirit embodied by everyday Mumbaikars. Set against the vibrant tapestry of Mumbai, the film beautifully portrays acts of care, compassion, support, and warmth – mirroring the nurturing qualities we associate with our own mothers. Whether it’s a gentle gesture on the bustling local trains or BEST buses, sharing a cup of chai at a neighborhood tapri, or finding solace at Gateway of India, the DVC presents a moving mosaic of the city’s people and places. The narrative is further enriched by an authentic street-style rap voiceover that rhythmically captures Mumbai’s soul, bringing alive the essence of ‘Aai Jaisi Mumbai’ – a heartfelt tribute to the city’s enduring, motherly spirit.
“In a city where dreams come to survive and thrive, it is often the unseen, everyday gestures that reflect its motherly spirit. Strangers helping during the floods, a local tapriwala feeding a homesick student, dabbawalas taking care of each other as they go about doing what they do every day, a kaali peeli cabbie waiting to ensure you get home safely. These moments of unconditional kindness are what inspired Mother Dairy’s latest campaign, rooted in its brand brings alive the brand’s philosophy - everyone has a ‘Maa Jaisi’ trait in them,” maintained Nitin Srivastava and Sujoy Roy, CCO North, Ogilvy.
About Mother Dairy Fruit & Vegetable Pvt. Ltd.
Mother Dairy was commissioned in 1974. It is now a wholly owned subsidiary of the National Dairy Development Board (NDDB). It was established under the initiative of ‘Operation Flood’, world's biggest dairy development program launched to make India a milk sufficient nation. Today, Mother Dairy is a leading dairy player which manufactures, markets & sells milk and milk products including cultured products, ice creams, paneer, ghee, etc. under the ‘Mother Dairy’ brand. The Company also has a diversified portfolio with products in edible oils under the ‘Dhara’ brand and fresh fruits & vegetables, frozen vegetables & snacks, unpolished pulses, pulps & concentrates, etc. under the ‘Safal’ brand. Through its brands, the company has a national footprint across all major cities in India. Mother Dairy, for the past 5 decades, has harnessed the power of farmer-based institutions to deliver a range of delicious products to every household.
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