Mother Dairy has launched a new digital campaign, #LayerItWithLove, to promote its butter and cheese products. The campaign's goal is to raise brand awareness and affinity. The seven-week campaign's ad film aims to create a distinct value proposition for its customers.
The digital film is now available across all social media pages of the brand including Facebook, Instagram, and YouTube.
“We hope that through raising knowledge of our butter and cheese portfolios, we will be able to connect with both existing and new customers. We want to reach out to new-age customers by releasing a digital video, urging them to utilize the layer of love and goodness, which corresponds to the goodness provided by a layer of butter and/or cheese in one’s diet,” Sanjay Sharma, business head – dairy products, Mother Dairy, said.
According to the corporation, among the entire product range supplied by Mother Dairy, butter and cheese are the major categories where Mother Dairy is expanding its portfolio. "The distribution reach of these products is being developed, and the packaging has also been revamped for a distinct appeal," it stated.
Mother Dairy is an entirely owned subsidiary of the National Dairy Development Board (NDDB), which was established in 1974. It was founded as part of 'Operation Flood,' the dairy development program aimed to make India a milk-sufficient nation. Under the Mother Dairy brand, it manufactures, markets, and distributes milk and milk products such as cultured products, ice creams, paneer and ghee.
The company also has a portfolio of edible oils under the 'Dhara' brand and fresh fruits and vegetables, frozen vegetables and snacks, unpolished pulses, pulps, and concentrates under the 'Safal' brand. The breakfast portfolio of the corporation includes a variety of items such as milk, bread, butter, cheese, and curd, among others.
