Mother Dairy renews WPP Media mandate through 2030

MUMBAI: Looks like this partnership still has plenty in the tank. Mother Dairy and WPP Media are extending a relationship that has already spanned years, betting on data, storytelling and sharper consumer connections to fuel the next phase of growth.

Mother Dairy Fruit & Vegetable Pvt. Ltd., a wholly owned subsidiary of the National Dairy Development Board (NDDB), has renewed its integrated media mandate with WPP Media for another four years, extending the partnership until 2030.

The renewed agreement reinforces WPP Media’s position as a key strategic partner for the dairy major, with the agency continuing to lead integrated media planning and buying across the company’s portfolio.

The partnership began with Mother Dairy’s digital media mandate before expanding to include mainline media in April 2018. Since then, the collaboration has evolved into a broader media relationship focused on driving business growth, audience engagement and brand visibility across platforms.

Under the renewed mandate, the focus will shift towards combining brand-building with performance-led marketing strategies, aimed at engaging consumers across multiple touchpoints and consumption occasions. The approach will leverage audience intelligence, consumer insights and data-driven planning to improve media effectiveness in an increasingly competitive dairy and food market.

As consumer behaviour continues to fragment across channels and platforms, Mother Dairy is looking to deepen engagement with existing consumers while expanding its reach among new audiences through more targeted and measurable media investments.

Jayatheertha Chary, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd., said the company intends to build on the momentum created through the long-standing partnership by leveraging deeper consumer insights, innovation and data-led capabilities to strengthen brand affinity and drive growth across its businesses.

For WPP Media, the renewal reflects confidence in a relationship built on consistent delivery and shared business objectives. The agency will continue aligning media strategy with key consumption moments, integrating content, consumer experiences and media investments to support Mother Dairy’s expansion ambitions.

The extension comes at a time when India’s consumer landscape is evolving rapidly, with brands increasingly seeking measurable outcomes alongside long-term brand equity. By renewing the mandate through 2030, Mother Dairy is signalling its intent to balance both, using media not just as a communication tool but as a growth engine for the years ahead.