Mother Dairy Fruit & Vegetable Pvt. Ltd. is expanding its marketing focus in West Bengal beyond its established Mishti Doi business, launching a festive campaign to promote pasteurised milk and plain curd ahead of Durga Puja.
The campaign features Bengali actor Abir Chatterjee, who has previously been associated with the brand’s Mishti Doi communication. Through this initiative, Mother Dairy aims to extend the consumer familiarity and trust built around its traditional Bengali dessert to everyday dairy products.
Four Digital Films Target Everyday Dairy Consumption
The campaign comprises four digital video commercials (DVCs), including two films focused on milk and two on curd. The two-month initiative is designed to connect Mother Dairy with routine household consumption occasions across West Bengal.
The communication gives particular attention to Mother Dairy Cow Milk, while the curd campaign highlights its role in everyday meals. The company aims to encourage consumers who already associate the brand with Mishti Doi to consider its wider dairy portfolio.
The campaign will use digital platforms, over-the-top (OTT) media, outdoor advertising and other consumer touchpoints. The festive period provides an opportunity to strengthen brand visibility during a time of increased household food preparation and consumption.
Leveraging Mishti Doi to Grow Milk and Curd Sales
Mother Dairy has built a strong regional association in West Bengal through packaged Mishti Doi. The new campaign uses that established product identity as a platform to promote categories with more frequent household consumption.
Managing Director Jayatheertha Chary said the company intends to carry the trust and familiarity associated with Mishti Doi into everyday milk and curd purchases and bring its wider dairy portfolio closer to households across the state.
West Bengal remains an important growth market for the company, particularly in categories such as liquid milk and plain curd. Mother Dairy operates in a competitive market that includes established regional dairy brands and other national players.
Implications for the Dairy Industry
The campaign reflects a broader marketing strategy in which dairy companies use a successful regional product to build awareness and demand for other categories. For Mother Dairy, expanding beyond Mishti Doi could help deepen household engagement and strengthen its position in West Bengal’s everyday dairy market.
The initiative also highlights the importance of regional consumer preferences, familiar brand ambassadors and festive-season marketing in dairy sales. Its longer-term impact will depend on whether the campaign translates into sustained demand for milk and curd beyond the festive period.
Mother Dairy Fruit & Vegetable Pvt. Ltd. is a wholly owned subsidiary of the National Dairy Development Board (NDDB). Commissioned in 1974 under Operation Flood, the company markets milk and dairy products, including cultured products, ice cream, paneer and ghee.
Source: Dairynews7x7 10 Oct, 2026 Read full article here
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