Mother Dairy has launched a new campaign #KhushbooApnepanKi, aiming on Ghee. The newly-unveiled campaign is focussed at eliciting nostalgia and encouraging togetherness this winter season. The campaign seeks to take consumers down memory lane, remembering fondly of their cherished dishes prepared by their near and dear ones with loads of love, particulary by the use ghee as an ingredient. The three-month long drive will be exhibited across print, digital, radio and outdoor mediums, and is focussed to spread awareness and improve brand affinity amongst its customers in Delhi NCR, while designing a distinct value proposition.

The company has selected its Ghee as the protagonist in the initiative, underscoring a very significant and unique characteristic feature of high-quality Ghee, that is, its ‘aroma’. The core concept of the new drive revolves around the unique aroma of food that is cooked with pure and quality ghee, which offers a sensorial stimulus and evokes warm and adorable memories of home and of the near and daer ones.

Sanjay Sharma, business head, dairy products of Mother Dairy asserted- “Mother Dairy, a caring brand is acclaimed for promoting togetherness, the brand bonds people over good food. It is often stated that the taste and aroma of food made with Ghee evokes fond associations and souvenirs. For example, things such as the nostalgia of maa ke haath ke bane khane ki khushboo often impress us emotionally. In today’s situation, we crave for these memories of the sweet & simpler times with our near and dear ones. Our campaign concept, ‘Mother Dairy Ghee, KhushbooApnepan Ki’, was thus obtained from the blend of this consumer insight and our overall brand idea – Mother Dairy, RishtonkaSwadBadhaye.”

Sharma further said- “The Ghee segment itself has always been our strategic aim as it is traditionally associated to our food habits and is welcomed across generations. Also, with the festivities around and winters gradually coming in place, demand for ghee is spiking up across markets. To take this hint of our overall positioning ahead, we desired to further boost the intrinsic bond of relationships combined with food, across our product categories, therefore, we chose to execute the campaign for such a category at this point. Through our new campaign, we intend to build a distinct manifesto for Mother Dairy Ghee, dial up the brand faith and core proposition at a deeper level to involve our consumers in Delhi NCR.”

The ghee is pure, vitamin A-rich and is completely safe, with no trans-fat i.e. it has no industrial trans-fat which triggers harmful impacts on the body. It is composed of short chain fatty acids. This short chain length of fats in foods influences their intestinal absorption and hence absorption of ghee in body becomes easier. The ghee consumed in moderation along with physical workouts and healthy living can be advantageous. This product is can be purchased from about 12,000 retail outlets across Delhi NCR.


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