NEW DELHI: With summer around the corner, Mother Dairy has rolled out a new ice creams campaign #KhushiyonKiParampara that targets consumers across varied age groups.

Comprising three ad films, the campaign curates the thought of togetherness and family bonding while indulging in favoured flavours of ice creams.

The idea of the new campaign revolves around the fact that often people in a family, despite living together, are disconnected from each other as they are busy in their own lives. It is centred around a modern family that realises that there are very few instances when they get to spend time together.

The new TVC films are tied to the umbrella proposition of Rishton Ka Swaad Badhaye and aptly depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual. The ads have been directed by filmmaker Shoojit Sircar, while the lead roles have been played by Swanand Kirkire as the father and Lubna Salim as the mother. Together they have conveyed the thought of bonding over ice cream in a persuasive storyline.

The six week-long campaign will also be showcased across print, digital and outdoor mediums.

Mother Dairy business head – dairy products Sanjay Sharma said, “Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. As a brand we see an opportunity to not only capture the mind share of our consumers but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavours to choose from. The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups and yet come together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye.”

Ogilvy India (north) chief creative officer Ritu Sharda remarked, “In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."