Mother Dairy, India’s Leading Dairy brand, has unveiled its latest campaign titled “Mamta Jaisi Shudh, Maa Jaisi Mamta,” embracing the timeless values of love, care, emotion and compassion embodied by mothers.

Penned by renowned poet Gulzar, the campaign anthem beautifully describes the virtues of a mother which all of us inherit and exemplify in varied situations and circumstances. These virtues represent not just the emotions but also showcase that there is a mother in all of us.

The campaign narrative transcends traditional mother-child relationships to showcase instances. Where these virtues are demonstrated among families, friends, colleagues, and even strangers, emphasizing how these values enrich lives and strengthen bonds.

“In a world where compassion and empathy are more vital than ever, Mother Dairy recognises the enduring significance of maternal values,” said Manish Bandlish, Managing Director, Mother Dairy. “As we celebrate our 50 years of establishment, our new campaign aims to inspire individuals to embrace these values, fostering stronger connections and a sense of community.”

The Campaign’s film begins with a scene set in an office cafeteria, where two colleagues are prepping up for a meal. Just as they’re about to begin, one of them receives an urgent call from their manager. Hastily leaving his meal behind, he rushes off to attend the meeting. However, his thoughtful colleague insists he takes a roll of a Chapati with Paneer along. In another scene, two senior citizens share a fond moment. One of them, being fed by a nurse, seems disinterested in the meal. The other encourages and motivates him to have the food if he wants to satiate his desire for Mother Dairy’s Mishti Doi.

Also Read | Cadbury Perk Launches Fresh Campaign Featuring Bollywood Star Alia Bhatt

Ritu Sharda, Chief Creative Officer, Ogilvy-North, commented, “Every now and then we encounter individuals who take care of us just like a ‘Mother’ would . They are Maa Jaisi to us. The same is true for Mother Dairy products. They are made with the same love, nurturing, and purity. Qualities taught by mothers. This inspired us to weave this new story for Mother Dairy, an ode to all those who are Maa Jaisi. With ‘Mother’ in our name, this is a beautiful natural fit with everything we stand for.”