MUMBAI: Leading milk and milk products player, Mother Dairy, is all set to launch a new television commercial (TVC) for its Chillz range of ice creams, targeting the peer group – emerging consumers of India.
The new TVC with the tagline “Aapke Liye. Sirf Aapke Liye!” highlights the fact that these delightful ice creams, made of real milk are so delectable that it makes them too good to share.
The TVC will be aired starting from 9 June, 2017, and will also be available on YouTube and on the Company’s social media pages.
The campaign has been conceptualized by Ogilvy & Mather, Gurugram, while the production has been executed by Chrome Pictures.
TVC Plot: The TVC opens in a college cafeteria, where a young girl is sitting with Mother Dairy’s Chillz ice-creams, and her boyfriend steps in casually grabbing one of the ice-cream bar from her hand. Just as the guy is about to take a bite the girl innocently asks “Aaj movie ya bowling, Venky?" Confusingly, the guy looks at the girl asking “Who is Venky?”. Pretendingly, the girl says “sorry, Krish!”.
The guy becomes even more perplexed and enquires yet again and the girl again calls him with some other name and it continues. With a sad confusing expression the guy slowly hands over the ice-cream bar to her and storms away.
The girl, gleefully grabs the ice-cream bar and looks delighted to have both of Mother Dairy’s Chillz ice-cream. In a matter of 30 seconds the TVC connects with you and makes you want to have that delicious creamy ice cream made with real milk.
The new TVC is created with an insight to beat the heat with Mother Dairy’s Chillz range of ice creams. The unique product format of Mother Dairy ice creams are such that they provide an immersive multisensorial consumption experience and are meant primarily for individual indulgence. Added to this mix is a great ingredient story of these ice creams being made with real creamy milk and an abundance of chocolates, nuts, almonds and more; all of which truly make it a delight for the taste buds and an indulgence that is simply too good to share. While many may share a lot with their near ones, but ice creams, it turns out to be “Aapke Liye. Sirf Aapke Liye!”
Speaking on the Campaign Mother Dairy Fruit & Vegetable GM - marketing (Dairy Products) Randhir Kumar, said, “We are targeting consumers who are fond of Ice-creams which are best to resist the heat in scorching summers. With growing urbanization and exposure to global trends, the consumer expectations have also evolved. As a consumer centric orgnisation, we take the the onus of meeting those expectations on us. Mother Dairy’s Chillz range of ice creams offers bars and cones that are made from real creamy milk and superior ingredients, to truly delight their taste buds and entice consumption."
Ogilvy North president Kapil Arora added, “One of the best things about Mother Dairy and its range of delightful Ice Creams is that they are made with real ingredients of the finest quality, that are added to it in abundance. Our creative idea revolves around the simple truth that these ice creams are so delightfully indulgent that they aren’t meant to be shared; Mother Dairy ice creams ‘made for you, and only you’.”
