Brands
Mother Dairy ups marketing spends by 50% for new “Rishton Ka Swad Badhaye” campaign
DELHI: The ongoing economic slowdown is bugging a lot of brands and marketers out there but Mother Dairy is utilising the slight slump in the financial market to expand its footprints within the country. The brand has recently announced its new brand positioning with a fresh “Rishton Ka Swad Badhaye'' campaign and is also working hard to expand its distributorship. Speaking to Indiantelevision.com about coming out with a new brand positioning during such tumultuous times, Mother Dairy Fruit & Vegetable Pvt. Ltd business head – value added dairy products Sanjay Sharma said that big brands like theirs remain largely unscathed during times
of economic stress.
“What happens is that during such times of ambiguity, bigger brands like us normally try and do better because smaller brands do not have money to expand or advertise. Dairy is a category dominated by small regional brands. Most of the states have strong regional dairy brands except 2-3 national brands like Amul or Mother Dairy. In situations like this, these smaller brands usually suffer. That’s why we thought that this is the right time to hit the market and also
expand the distribution to leverage more and expand,” he elaborated.
The brand is taking this opportunity to penetrate deeper into the market and has increased its marketing budget by more than 50 per cent for the particular campaign. The campaign is expected to create awareness among the consumers and strengthen the image of the brand as
a “caregiver”.
Sharma elucidates that the brand is planning an extensive digital campaign to promote the new positioning. There has been a change in the packaging too, with 80-85 per cent already revamped. It will take another three to four months to change the look and feel of the complete product portfolio. New additions in the ice-cream category are also expected.
Expanding further on the marketing strategy, Sharma stated, “The channels we are targetting are dominantly digital and in the next financial year, we are coming out with a TV commercial as well. The TVC will be running on family and kids channel because we are trying to reach out to young mothers. For ice cream and other such products, we will use digital. A lot of BTL campaigns will also happen for the segment including product samplings and reaching directly to the consumers. We are planning very exciting campaigns around our cheese products.”
Sharma is also very excited to explore opportunities on music-streaming apps like Spotify and Gaana. “We are really gung ho (about voice-streaming services). The TG there is very right for products like cheese and ice creams.The millennials are no longer listening to radio and have
moved to these apps.”
He continued, “Our objective is very clear. We want to reach the millennials and what are the different touchpoints we can use for that; it can be digital, TV, radio, print, outdoor, and such apps. The consumer attention is very small now and it is very difficult to find out what is working and when you have such a big campaign, you have to focus entirely, 360-degrees.”
Sharma is also planning to explore the realm of product integration in digital content to expand the reach of the new positioning and reach the millennial consumer. There are no active campaigns in the pipeline but he has definitely got that on top of his mind as well, he share
Brands
Samsung certifies 1,000 Maharashtra students in AI and coding
The South Korean electronics giant marks its first large-scale skilling push in the state, with women making up nearly half the national programme’s enrolment
PUNE: Samsung has put 1,000 students in Maharashtra through a certified training programme in artificial intelligence and coding, the largest such drive the South Korean electronics company has run in the state and a signal that corporate India’s skilling ambitions are moving well beyond the boardroom brochure.
The certifications were awarded under Samsung Innovation Campus (SIC), the company’s flagship corporate social responsibility programme, which launched in India in 2022 with the stated aim of democratising access to future-technology education. The 1,000 graduates were drawn from four institutions: 127 from Savitribai Phule Pune University, 373 from Pimpri Chinchwad University, 250 from D.Y. Patil University’s Ramrao Adik Institute of Technology and 250 from Anjuman-I-Islam’s Kalsekar Technical Campus. All completed training in either AI or coding and programming, the two disciplines Samsung has identified as the critical pillars of the digital economy.
The programme does not stop at technical training. Soft-skills development and career-readiness modules are baked into the curriculum, a deliberate attempt to close the gap between what universities teach and what employers actually want.
“India’s digital growth story will ultimately be shaped by the quality of its talent pipeline,” said Shubham Mukherjee, head of CSR and corporate communications at Samsung Southwest Asia. “As technologies like AI move from the periphery to the core of industries, skilling must evolve from basic training to building real-world capability. This milestone in Maharashtra reflects how industry and academia can come together to create a future-ready workforce that is both globally competitive and locally relevant.”
The Maharashtra drive sits within a rapidly scaling national effort. Samsung Innovation Campus trained 20,000 young people across India in 2025, hitting its stated target for the year. Women account for 48 per cent of national enrolments, a figure the company cites as evidence of its push for an inclusive technology ecosystem. The programme is implemented in partnership with the Electronics Sector Skills Council of India and the Telecom Sector Skill Council.
Samsung, which is marking 30 years in India this year, runs SIC alongside two other initiatives, Samsung Solve for Tomorrow and Samsung DOST, as part of a broader effort to build what it calls a generation of innovators with both the technical depth and the problem-solving mindset to thrive in a fast-moving digital world.
A thousand certified students is a tidy headline. Whether they find jobs that match their new skills is the harder question, and the one that will ultimately determine whether corporate skilling programmes like this one are genuine pipelines or well-photographed gestures.
