Mother Dairy goes on a ride on Delhi Metro

The month-long campaign started on October 15, and is being executed along the Dwarka to Noida and Vaishali route.

Madison Outdoor Media Services (MOMS), the outdoor arm of Madison World, has executed an innovative outdoor campaign to launch Mother Dairy's two milk variants - full cream milk and toned milk on Line III and IV of the Delhi Metro, which plies along Dwarka to Noida and Vaishali. The month-long campaign has been in place from October 15 on one train, along the aforementioned route.

The outdoor campaign aims to establish credibility for the Mother Dairy brand of milk variants by initiating a unique initiative called 'Book your plant visit'. The train wrap executed for the campaign informs passengers about how to book a plant visit by sending an sms with an alphabetical code MDMILK to 56060. With this approach, the brand has stressed on the fact that 'Seeing is believing', which is also printed on the metro train wrap. It also carries a quote and image of a woman which says 'I feel it's healthy', which is perhaps what the main motive of the brand appears to be behind the outdoor push.

Earlier this year, the brand had launched Mother Dairy's 'Dailycious', a milk whitener, in Guwahati in July. It aimed at capturing the attention of 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, in order 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.