Mother Dairy Salutes Mumbai’s Maternal Soul with ‘Aai Jaisi Mumbai’
Mother Dairy honours Mumbai’s selfless, resilient spirit in “Aai Jaisi Mumbai,” through black‑and‑white DVCs, OOH, print and radio, celebrating citizens as mother figures.
Prakhar
Celebrating Mumbai as the Ultimate Caregiver
In a moving tribute, Mother Dairy has adapted its iconic “Maa Jaisi” platform into “Aai Jaisi Mumbai,” spotlighting the city itself as a mother—resilient, welcoming, and quietly generous. The campaign’s core film unfolds in evocative black‑and‑white frames, capturing slice‑of‑life moments—from sharing chai on a tapri to offering seats on local trains—that mirror the selfless care mothers provide.
A Creative Collaboration with Ogilvy
Conceptualised by Ogilvy, the film weaves together everyday vignettes across Mumbai’s tapestry: a commuter helping a stranger with heavy baggage, a vendor ensuring the perfect foam atop a chai, and passersby guiding tourists at the Gateway of India. These moments are underscored by an authentic street‑style rap voiceover that brings Mumbai’s rhythm to life, reinforcing the campaign’s emotional depth.
Multi‑Channel Immersion
Beyond DVC, “Aai Jaisi Mumbai” spans print, radio, and OOH touchpoints across the city. Large‑format hoardings on arterial roads and BEST buses feature monochrome stills of Mumbaikars in acts of compassion, each paired with Mother Dairy’s logo to cement the brand’s promise of nourishment and trust in the public consciousness.
Brand Leadership and Vision
Manish Bandlish, Managing Director of Mother Dairy, explains that Mumbai “embodies the qualities of a mother—resilient, welcoming, and quietly generous,” and that the campaign aims to deepen the brand’s bond with the city by extending its legacy of care beyond kitchen tables to every Mumbai street corner.
From Tribute to Tangible Impact
Initial audience feedback shows a spike in brand affinity among Mumbai respondents, with social‑media conversations praising the campaign’s sincerity. Mother Dairy plans to build on this momentum with local “Milk & Mingle” pop‑ups and neighbourhood support drives, translating the campaign’s sentiment into community engagement and strengthening consumer trust.
