Mother Dairy Fruit & Vegetable Pvt. Ltd. is expanding its dairy business in West Bengal by extending its association with Bengali actor Abir Chatterjee to its milk and curd categories. The move aims to build on the brand recognition established through its Mishti Doi offerings and strengthen its position in everyday dairy consumption across the state.
Launched ahead of Durga Puja 2026, the campaign comprises four digital video commercials (DVCs), with two films dedicated to milk and two to curd. The two-month campaign will use digital platforms, over-the-top (OTT) services, outdoor advertising, and other consumer touchpoints to connect with households during the festive season and beyond.
The initiative reflects Mother Dairy’s strategy of using established regional associations to increase awareness and adoption of its broader dairy portfolio.
From Mishti Doi to Everyday Dairy Consumption
Mishti Doi is a distinctive part of Bengal’s culinary heritage, making it an important product for dairy brands seeking to establish a strong regional identity. Mother Dairy has developed an association with consumers in West Bengal through this traditional sweetened fermented dairy product.
The company is now seeking to translate that familiarity into greater demand for everyday essentials, particularly milk and curd. Unlike products associated mainly with desserts or special occasions, these categories can form part of regular household food consumption.
Mother Dairy has identified West Bengal as an important growth market for its dairy business, with opportunities to expand its presence in these frequently purchased categories.
The campaign places particular emphasis on Mother Dairy Cow Milk, while the curd advertisements focus on everyday consumption occasions. Its central message is that the trust consumers have developed in the company’s Mishti Doi can extend to other products in its portfolio.
Abir Chatterjee Continues as Brand Ambassador
Bengali actor Abir Chatterjee, who has previously been associated with Mother Dairy Mishti Doi, will continue as the face of the new milk and curd campaign.
His involvement is intended to strengthen the brand’s regional connection and make its communications more relatable to local consumers. Retaining a familiar public figure also provides continuity between the company’s existing product positioning and its efforts to promote additional dairy categories.
Jayatheertha Chary, Managing Director of Mother Dairy Fruit & Vegetable Pvt. Ltd. (Delhi), said the company aims to extend the trust and familiarity established through Mishti Doi to more everyday consumption occasions and bring its wider dairy portfolio closer to households across West Bengal.
The approach illustrates how regional marketing can support product diversification in the dairy industry, particularly when brands already have a recognisable presence in a local market.
A Multichannel Campaign Around Durga Puja
The two-month campaign will use a combination of digital video, OTT platforms, outdoor advertising, and other consumer-facing channels.
Durga Puja provides an important seasonal opportunity for brands in West Bengal to increase visibility and engage with consumers. By launching the campaign ahead of the festival, Mother Dairy aims to use this period of heightened consumer attention to strengthen awareness of its milk and curd products.
The four digital films allow the company to communicate separately about milk and curd while maintaining a consistent brand message. This can help the company address different consumption occasions and reinforce its presence across multiple dairy categories.
Beyond advertising, sustained growth will depend on factors such as product availability, distribution efficiency, competitive pricing, consistent quality, and consumer satisfaction.
What the Expansion Means for the Dairy Industry
Mother Dairy’s West Bengal campaign highlights a broader marketing opportunity for dairy businesses: using an established product to introduce consumers to a wider range of offerings.
Regional food preferences and cultural associations can influence purchasing decisions. Dairy companies can build on these connections to introduce products such as fresh milk, curd, paneer, ghee, and other value-added dairy foods.
However, expanding from one successful category into everyday essentials requires a different approach to distribution and customer retention. Milk and curd often involve frequent purchases, making dependable supply, freshness, quality control, and accessibility important elements of long-term growth.
The strategy also demonstrates the role of integrated marketing in the dairy sector. Combining digital content, OTT advertising, outdoor visibility, and familiar brand ambassadors can help businesses communicate with consumers across different channels.
Mother Dairy’s Broader Dairy Business
Mother Dairy Fruit & Vegetable Pvt. Ltd. is a wholly owned subsidiary of the National Dairy Development Board (NDDB). Established in 1974 under the initiative of Operation Flood, the company markets a range of milk and dairy products, including cultured products, ice cream, paneer, and ghee.
Its latest campaign in West Bengal represents an effort to expand consumer engagement beyond Mishti Doi and strengthen the company’s position in routine dairy consumption.
As the campaign progresses through the festive season, its broader significance lies in how regional brand recognition can be used to support portfolio expansion. For the dairy industry, the initiative underlines the importance of combining consumer familiarity with product quality, distribution, and consistent engagement to build a stronger presence in competitive markets.