By Dairy Dimension | May 2025
In a stirring tribute to Mumbai’s nurturing resilience, Mother Dairy—a trusted leader in India’s milk and dairy segment—has launched a Mumbai-centric evolution of its iconic ‘Maa Jaisi’ campaign. The campaign, titled ‘Aai Jaisi Mumbai’, seamlessly blends emotion with local flavour, spotlighting the often-overlooked motherly essence that defines Mumbai’s character.
🧡 A Campaign Rooted in Emotion and Everyday Heroism
Conceptualised by Ogilvy, the campaign captures slice-of-life moments across the city, where ordinary Mumbaikars exhibit extraordinary acts of care, compassion, and selflessness. These everyday gestures, from a tapriwala sharing tea with a homesick student to a cabbie waiting to ensure passenger safety, form a collective portrait of Mumbai as more than just a metropolis—it is a city that mothers its people.
“Mumbai is a mother in motion—resilient, generous, and quietly nurturing. With Aai Jaisi Mumbai, we aim to reflect this spirit and reinforce our commitment to care and nourishment,” said Manish Bandlish, MD, Mother Dairy.
🎬 DVC: Cinematic Homage to Mumbai’s Heart
The digital video commercial (DVC), rendered in evocative black-and-white, showcases deeply human interactions in bustling spaces—local trains, BEST buses, roadside stalls, and iconic landmarks. A raw and rhythmic street-style rap voiceover anchors the visual storytelling, lending authenticity and lyrical depth to Mumbai’s maternal soul.
The campaign is being amplified across print, radio, and OOH platforms, reinforcing Mother Dairy’s deepening connect with the city and its values of community, care, and quiet strength.
💬 Creative Vision: Finding the ‘Maa’ in Mumbai
According to Nitin Srivastava and Sujoy Roy, CCOs (North) at Ogilvy, the campaign draws from the invisible emotional architecture that holds Mumbai together—its unsung caregivers.
“From dabbawalas to strangers helping in the rains, Mumbai’s people embody a maternal instinct. With this campaign, we remind everyone: we all carry a ‘Maa Jaisi’ quality within us.”
🧭 Strategic Significance for the Dairy Sector
This campaign is more than just a creative expression—it’s a strategic play that:
- Strengthens regional resonance for brand affinity in key metros like Mumbai
- Humanizes the brand by tapping into emotional and cultural cues
- Elevates consumer trust in an increasingly brand-sensitive urban dairy market
- Aligns with broader trends of emotional storytelling in dairy brand marketing
Mother Dairy’s move underscores how emotional branding, rooted in local relevance, continues to be a powerful lever in the Indian dairy sector’s urban strategy.
