Brands
Sweet notes as Mother Dairy stirs Puja nostalgia
MUMBAI: When it comes to Durga Puja, some cravings are simply set in stone, and Mishti doi tops the list. Mother Dairy has launched a heartwarming new campaign, Doi chai go, doi chai, bringing its beloved Mishti Doi to centre stage this festive season. Featuring popular Bengali actor Abir Chatterjee, the month-long campaign spans TV, print and digital, celebrating the joy of family traditions and sweet memories across West Bengal.
Inspired by Rabindranath Tagore’s lyric Doi chai go, doi chai, the film shows a school choir breaking into the famous refrain when a girl spots her father carrying in packs of Mishti Doi. The moment, wrapped in innocence and nostalgia, becomes a chorus that fills the hall, and hearts.
The campaign highlights how fathers in Bengal often affectionately call their daughters Maa, a tender cultural detail that echoes in the brand’s sign-off, Aamar Maa’er moto Mishti.
For Mother Dairy, Mishti Doi isn’t just dessert: it’s tradition, tenderness, and the sweetest part of Puja.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
