Mother Dairy Fruit & Vegetable Pvt. Ltd. has expanded its association with Bengali actor Abir Chatterjee to its milk and curd categories, seeking to strengthen its presence in West Bengal beyond its established Mishti Doi franchise.
The new campaign, launched ahead of Durga Puja, comprises four digital video commercials (DVCs), with two films each focused on milk and curd. The two-month campaign aims to connect the brand with everyday dairy consumption occasions across households in the state.
Mother Dairy said West Bengal is an important growth market for its dairy business, with significant opportunity to deepen its presence in everyday categories such as milk and curd. The company is seeking to leverage the consumer familiarity and brand equity built through Mishti Doi to expand its wider dairy portfolio.
The campaign gives special focus to Mother Dairy Cow Milk, while the curd communication highlights everyday consumption occasions. The brand said the films are designed around the idea that the affection consumers have developed for its Mishti Doi can extend to other dairy products.
Jayatheertha Chary, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. (Delhi), said the company wants to take the trust and familiarity established through Mishti Doi into more everyday consumption occasions and bring its wider dairy portfolio closer to households across West Bengal.
Actor Abir Chatterjee, who has been associated with Mother Dairy Mishti Doi, has been retained as the face of the new milk and curd campaign. The company said his local connect is intended to strengthen communication with consumers during the festive season.
The campaign will be supported through digital, OTT, outdoor and other consumer touchpoints, with visibility planned during the festive period and beyond.
Mother Dairy's latest move reflects a broader strategy of using strong regional product associations to build consumption across everyday dairy categories. In West Bengal, the company is attempting to move from a strong position in a culturally distinctive product such as Mishti Doi to a wider portfolio covering milk, curd and other dairy occasions.
Mother Dairy Fruit & Vegetable Pvt. Ltd. is a wholly owned subsidiary of the National Dairy Development Board (NDDB). The company was commissioned in 1974 under the initiative of Operation Flood and markets milk and dairy products including cultured products, ice cream, paneer and ghee under the Mother Dairy brand.
Source: Dairynews7x7 08 Oct, 2026 Read full story here
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