Ogilvy India bags creative mandate from Mother Dairy

Ogilvy India has bagged the creative duties of the milk and dairy products of Mother Dairy. 

The incumbent on the business is Saatchi & Saatchi. Industry sources peg the business in the vicinity of Rs15 crore. Madison Media continues to be the media agency for the complete Mother Dairy business.

Mudra handles the Safal and Dhara edible oil brands from Mother Dairy.

Mother Dairy Delhi was set up in 1974 under the Operation Flood programme and sells dairy products under the Mother Dairy brand (such as milk, dahi, ice-creams, dairy whitener, cheese and butter); Dhara range of edible oils; and the Safal range of fresh fruits and vegetables, frozen vegetables and fruit juices.

It is now a wholly-owned company of the National Dairy Development Board (NDDB).

Mother Dairy is the market leader in the ice cream segment in Delhi and the NCR. The company has also strengthened its position in other markets such as Jaipur, Ludhiana, Amritsar, Jalandhar, Chandigarh, Mohali, Lucknow, and Kanpur, among others. In 2007, it expanded to Mumbai and Kolkata. With this, the company claims to have around 14 percent share of the total organised ice cream business.

Sandipan Ghosh, head, marketing, dairy and foods, Mother Dairy India, said that the brand was looking for a fresh perspective, which prompted it to call for a pitch and appoint a new agency.

Saatchi had won the account, which included products such as Mother Dairy milk, flavoured milk, ice creams, curd, butter, lassi (buttermilk) and paneer (cottage cheese) in mid 2003.

The company markets more than 2.2 million litres of milk daily in Delhi and the surrounding areas of Western UP and Haryana, Mumbai and Hyderabad. Mother Dairy milk has a market share of 66 per cent in the branded sector in Delhi, where it sells 2 million litres of milk daily and undertakes its marketing operations through more than 10,000 retail outlets, including 780 exclusive outlets.