MAM
Mother Dairy stirs nostalgia with Zakir Khan during lockdown
MUMBAI: Mother Dairy, the milk and milk products major in India, has associated with the famous writer, presenter, actor, and stand-up comedian Zakir Khan for their ongoing campaign ‘Rishton Ka Swad Badhaaye’.
During the current lockdown, while few are enjoying with their family and savouring home-cooked food, there are others who are not able to meet their families and missing them. Sharing this feeling of being alone, doing household work and missing ‘Maa ke Haath ka Khaana’ made with ghee and lots of love, Zakir Khan in his latest video brings forward the nostalgia of being together with his mother.
The video is a personal expression of Khan but a reflection of emotions of many away from home. Missing the flavour of food prepared by Mom, feeling guilty for not learning the household chores, and being sorry for not thanking mother for her selfless love and care, Khan takes the listeners on a heart-warming journey.
Thanking Zakir Khan for his beautiful verse, Mother Dairy Fruit & Vegetable Pvt Ltd business head – dairy products Sanjay Sharma said: “Coronavirus and lockdown are more of an emotional challenge especially for those away from home. In light of these troubled times, I am grateful to Mr. Zakir Khan for coming forward and associating with Mother Dairy. We are thankful for his expertise in communication, acting, and expression that has increased the campaign engagement significantly.”
Link: https://www.instagram.com/tv/B_PaVRCJlNT/?igshid=1709ui34a26qh
The video has been conceptualised by Mother Dairy and is being executed in co-ordination with Wavemaker India. These times of lockdown/pandemic where we are confined at our homes, we have realised the importance of being together with family more than ever. This has made us feel blessed to have such a protective yet loving childhood. Food bring everyone together and created fond memories. We wanted this thought to blend in with our core proposition ‘Rishton Ka Swaad Badaye’, and how ghee ki Khushboo reminds us of ‘Maa Ke Haath Ka Khana’ in these times.
Wavemaker CEO south Asia Ajay Gupte said, “During the current lockdown scenario while some of us may be slightly better equipped, there are many who are struggling to put together a decent meal. One of the first things we dearly miss during such tough times is 'Maa ke Haath ka Khana'. The team has beautifully captured this emotion of a mother's unconditional love with this excellent campaign for Mother Dairy. We are grateful to Mother Dairy for partnering with us and inspiring the team to come up with this idea.”
This video campaign is live on Instagram and Facebook on Mother Dairy Fresh Delights page. The success and effectiveness of the campaign are reiterated by the engagement it received in a short span, crossing 30,000 and 3 Lakh views on Facebook and Instagram respectively. The video has crossed 3.35 Lac views across all official channels and the campaign #RishtonKSwaadBadaye is trending on twitter.
Mother Dairy launched the campaign ‘Rishton Ka Swaad Badaye’ as a testament to the fact that Mother Dairy’s dairy products offer you the quintessential delightful refreshing taste that prolongs the time spent with friends and loved ones.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
