Mother Dairy: A Dailycious Sight

The company executed an innovative outdoor campaign in Guwahati to launch its dairy whitener, Dailycious.

MOMS Outdoor Solutions, the outdoor arm of Madison World, has executed an innovative outdoor campaign to launch Mother Dairy's dairy whitener, Dailycious, in Guwahati.

The objective of the campaign was to reach out to the TG and generate high response. The month-long campaign was targeted at middle-income housewives who usually make use of the whitener every day. MOMS showed the swirling of milk with the help of LED, and the cup and saucer were made as a cut-out so as to give it a 3D effect. These were installed at key areas frequented by the target group, such as major market areas and bus shelters at the nodal points of the city. Some of these locations included Ganeshpuri, Chandmari and Paltan Bazaar.

Talking about the campaign, Dipankar Sanyal, COO, MOMS, says, "At MOMS, we look at solving our client's business needs using innovative, disruptive outdoor strategy and execution to create high level engagement for consumers."

The product has been launched in Guwahati as the brand's internal research showed Guwahati to be a potential market, along with the presence of proper distribution network there. The brand also has plans to expand this campaign to other cities like Mumbai and Hyderabad.