Kolkata — Mother Dairy Fruit & Vegetable Pvt. Ltd. is expanding its brand engagement in West Bengal by extending its association with Bengali actor Abir Chatterjee from Mishti Doi to its everyday milk and curd categories ahead of Durga Puja.
The company, a wholly owned subsidiary of the National Dairy Development Board (NDDB), has introduced four new digital video commercials (DVCs)—two focused on milk and two on curd—as part of a two-month campaign designed to strengthen its connection with consumers across the state.
From Mishti Doi to everyday dairy consumption
Mother Dairy’s Mishti Doi has helped the brand build recognition among consumers in West Bengal. The new campaign aims to use that familiarity to promote its wider dairy portfolio, including milk and curd, during one of the state’s most important festive periods.
The milk campaign places particular emphasis on Mother Dairy Cow Milk, while the curd campaign highlights everyday consumption occasions in households.
The commercials are designed around familiar food habits and family routines, positioning the products as part of daily consumption beyond festive treats.
Company targets deeper presence in West Bengal
Commenting on the campaign, Jayatheertha Chary, Managing Director of Mother Dairy Fruit & Vegetable Pvt. Ltd. (Delhi), said West Bengal remains an important growth market for the company’s dairy business.
He said the company intends to build on the consumer connection established through Mishti Doi and expand its presence in everyday categories such as milk and curd.
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The campaign reflects Mother Dairy’s strategy of combining established brand recognition with locally relevant marketing to increase consumer engagement across its product portfolio.
Abir Chatterjee continues brand association
Actor Abir Chatterjee said his association with Mother Dairy Mishti Doi had been a positive experience and described the extension to milk and curd as a natural progression.
The company plans to promote the campaign through digital platforms, over-the-top (OTT) streaming services, outdoor advertising and other consumer touchpoints. The rollout is intended to maintain visibility during Durga Puja and beyond.
Strengthening its wider dairy portfolio
Commissioned in 1974, Mother Dairy was established under Operation Flood and is now wholly owned by NDDB. Its portfolio includes milk, cultured dairy products, paneer, ghee and ice cream under the Mother Dairy brand, alongside edible oils under Dhara and fresh produce and frozen foods under Safal.
The West Bengal campaign forms part of the company’s broader effort to expand its dairy business by connecting with regional consumer preferences while encouraging everyday use of its products.
As festive demand brings greater attention to food traditions and household consumption, Mother Dairy is seeking to translate its association with a popular Bengali dairy dessert into stronger engagement across its everyday milk and curd offerings.
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