MAM
Chandradeep Mitra is new president of OMS
MUMBAI: Chandradeep Mitra has been appointed as the president of Mudra’s media agency Optimum Media Solutions (OMS).
Mitra will be based out of Mumbai and will report to Mudra managing director and CEO Madhukar Kamath.
On the other hand, Sandeep Vij, who was heading OMS as president will continue to remain with the group and will be handling specific group assignments.
Speaking to Indiantelevision.com on his mandate at OMS, Mitra said, “The first on my priority list to set up OMS’ own research and knowledge unit as I feel it is essential for a media agency to have one. We are looking at hiring a set of professionals for the same and I have set myself a target of three months to set this up.”
Mitra’s other agenda will be to bring the agency to the forefront. “OMS is a good agency but it lacks visibility. Our aim is now to take it to the next level of visibility and salience and create a public profile,” he added.
Kamath said, “Chandradeep’s mandate is to lead OMS into becoming a holistic integrated communication investment services company. With his strong credentials and rich experience, he is a valuable addition to the Mudra family.”
Mitra will also be heading Mudra’s specialist brand integration divisions namely – Mudra Videotech (content sourcing and marketing specialist) and Tantr Films (content creation specialist).
Mitra added, “The Mudra Group has some exciting plans for the media and content space, and it’s great to be able to lead the initiative. With our two divisions – Mudra Videotech and Tantr – there is a great opportunity for branded content and integrating it with media in order to create a powerful media product.”
OMS recently secured the Anil Dhirubhai Ambani Enterprises (ADAE) media AOR. “The task ahead for OMS is to be, the single point for the entire communication spectrum including OOH, interactive, activation… along with a team that measures ROI for the ADAE group,” he added.
Mitra – an IIT Kharagpur and IIM Calcutta alumni – has close to 17 years of experience in diverse fields including mainline advertising, interactive, direct and healthcare. In his previous assignment, he was Lintas Personal and Lintas Healthcare president.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
