Mumbai: We often land into situations wherein we ask someone to make a promise. We even prod at times, seeking the highest level of commitment for us to be completely assured. ‘Mother Promise’ is accorded as one of the highest levels of commitments amongst promises. Why not make a Mother Promise over a Mother Dairy Ice Cream, which stands for superior taste and quality? Taking this insight to the creative board, Mother Dairy, country’s beloved milk and milk products major, is all set to roll out a new ice creams campaign – #MotherPromise – targeting consumers across varied age groups. 

The campaign, conceptualised by Ogilvy India, comprises two TVCs that distinctly curate the thought of making a superlative commitment. The six week-long campaign quirkily passes on the thought of making promises over an ice cream while standing up to the promise of offering best-in-class milk-based ice creams to its consumers.

Talking about the new campaign, Mother Dairy MD Manish Bandlish said, “At Mother Dairy, we take pride in offering 100 per cent milk-based ice creams made with best-in-class ingredients. We have always assured our consumers of a superior taste experience & unmatched quality from all our offerings, and we stand by it. For decades, our consumers have reciprocated this trust with love & conviction. The new campaign is our attempt to live up to our promise and further strengthen the trust in a way that even our consumers can stand by, similar to honouring the highest degree of assurance – a ‘Mother Promise’. Going forward, we will be integrating the campaign thought of ‘Mother Promise’ across various categories of our dairy portfolio.”