Mother Dairy has rolled out a new campaign #KhushbooApnepanKi, focussing on Ghee. The newly-introduced campaign is aimed at evoking nostalgia and stimulating togetherness this winter season. The campaign strives to take consumers down memory lane, reminiscing fondly of their favourite dishes cooked by their near and dear ones with loads of love, especially using ghee as an ingredient. The three-month long campaign will be showcased across print, digital, radio and outdoor mediums, and is targeted to create awareness and enhance brand affinity amongst its consumers in Delhi NCR, while creating a distinct value proposition.
The company has chosen its Ghee as the protagonist in the campaign, highlighting a very important and defining characteristic trait of high-quality Ghee, that is, its ‘aroma’. The central idea of the new campaign revolves around the distinct aroma of food that is prepared with pure and quality ghee, which provides a sensorial stimulus and triggers warm and endearing memories of home and of the loved ones. The articulation of this three-month long campaign is a testament to those fond food memories from one’s life.
Sanjay Sharma, business head, dairy products, Mother Dairy, said, “Mother Dairy, a caregiver brand is known for stimulating togetherness, the brand bonds people over good food. It is often said that the taste and aroma of food prepared with Ghee triggers fond associations and memories. For instance, things like the nostalgia of maakehaathke bane khanekikhushboo often overwhelms us emotionally. In today’s scenario we yearn for these memories of the sweet & simpler times with our loved ones. Our campaign idea, ‘Mother Dairy Ghee, KhushbooApnepan Ki’, was thus derived from the amalgamation of this consumer insight and our overall brand idea – Mother Dairy, RishtonkaSwadBadhaye.”
The articulation of the overall positioning proposition of the company’s value-added dairy products portfolio – ‘RishtonKaSwadBadhaye’ – is a testament to the fact that the company’s dairy products offers you the quintessential delightful refreshing taste that prolongs the time spent with friends and loved ones. It revolves around the central thought of good food has a profound effect on people and highlights that there is a caring and comforting thing about food that makes spending time with family and friends much more special and endearing. The company strives to bring these values to its consumers through its range of healthy and delightful dairy products.
“The Ghee category itself has always been our strategic focus as it is traditionally linked to our food habits and is accepted across generations. Also, with the festivities around and winters gradually setting-in, ghee consumption increases across markets. To take this cue of our overall positioning ahead, we wanted to further strengthen the intrinsic bond of relationships coupled with food, across our product categories, hence, we opted to execute the campaign for such a category at this point. Through our new campaign, we intend to build a distinct proposition for Mother Dairy Ghee, dial up the brand trust and core proposition at a deeper level to engage our consumers in Delhi NCR,” added Sharma.
The ghee is pure, rich in vitamin A and is completely harmful trans-fat free, that means it has no industrial trans-fat which causes harmful effects to the body. It is made up of short chain fatty acids. These short chain length of fats in foods affects their intestinal absorption and thus absorption of ghee in body becomes easy. The ghee in moderation along physical exercise and healthy lifestyle can be beneficial. It is available across 12,000 outlets in Delhi NCR.
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