Summer in India is a key period for ice cream consumption, driven by everyday routines and seasonal demand. Mother Dairy has launched its new campaign ‘Aaya Mausam Ice Cream Ka Mother Dairy Ice Creams Ka’ to align with this period and promote its ice cream portfolio through familiar summer use cases.
The campaign references the 90s film song ‘Aaya Mausam Dosti Ka’, using it as a cultural cue to build recall and connect with audiences across age groups. The storytelling focuses on everyday summer moments such as terrace cricket and after school breaks, positioning ice cream as a regular part of these experiences.
Conceptualised by Ogilvy, the campaign runs for five weeks and is led by three digital video commercials built around slice of life situations. Distribution is planned across multiple platforms including radio, print, out of home, and digital channels such as Spotify and YouTube.
Alongside the campaign, Mother Dairy is expanding its product range with around 20 new offerings. These include new formats such as Two in One Matka and Tub variants, a premium Crafted range, and flavour additions like Cream Cheese Pistachio Cone and Pistachio Kulfi Cassata. The company is also introducing a low calorie range under the Go Low sub brand, with flavours including Choco Almond, Shahi Mewa, and Kesar Pista Tilla Kulfi.
The Mango Afternoon: A quiet summer afternoon shows siblings sitting under a mango tree, sharing Mother Dairy’s Ek Dum Aam ice cream and enjoying the flavour of mango in the heat.
The School Gate: Two schoolgirls step out after classes and share an ice cream, capturing a simple, everyday moment of friendship and after school routine.
The Terrace Cricket: A group of friends plays cricket on a terrace, where a missed catch quickly turns into a shared ice cream break, capturing a familiar summer moment.
Talking about the new campaign, Jayatheertha Chary, Managing Director, Mother Dairy, said, “At Mother Dairy, we take pride in offering 100% milk-based ice creams made with best-in-class ingredients, which, over the past three decades, have become an integral part of countless summer memories and shared moments.”
He further added, “With ‘Aaya Mausam Ice Cream Ka’, we have attempted to capture these relatable moments through a nostalgic lens that resonates across generations. While rooted in summer nostalgia, the idea of ‘mausam’ opens up a larger canvas for the brand – one that can extend beyond summer into other seasons and occasions over time, positioning Mother Dairy ice creams as a delightful companion for every season, mood, and occasion.”
Sujoy Roy, Chief Creative Officer, Ogilvy & Mather, said, “Indian summers aren’t really about the heat, they’re about what the heat makes you do. Chase a mango you can’t quite reach. Sleep on a rooftop and solve nothing. The last bell at school before the summer holidays. We weren’t trying to sell relief from summer. We were trying to sell summer itself with ice cream as its most loyal accomplice.”
