New Delhi, May 6, 2026 — As temperatures soar, Mother Dairy has launched its high-decibel summer campaign titled ‘Aaya Mausam Ice Cream Ka… Mother Dairy Ice Creams Ka.’ Drawing creative inspiration from the iconic 90s hit song “Aaya Mausam Dosti Ka,” the campaign aims to bridge the generational gap by blending nostalgic charm with modern storytelling.
Conceptualized by Ogilvy, the five-week multi-media campaign focuses on “slice-of-life” summer moments—such as rooftop cricket and the final school bell—positioning ice cream as the ultimate companion to the Indian summer experience.
Strategic Vision: Beyond Relief
The campaign marks a shift in how the brand communicates. Rather than just selling a way to beat the heat, Mother Dairy is marketing the “joy of summer” itself.
“We weren’t trying to sell relief from summer. We were trying to sell summer itself with ice cream as its most loyal accomplice.”
— Sujoy Roy, Chief Creative Officer, Ogilvy and Mather Pvt Ltd.
Jayatheertha Chary, Managing Director of Mother Dairy, noted that while the campaign is rooted in summer nostalgia, the concept of “Mausam” (season) allows the brand to eventually pivot toward other seasons and moods, establishing the brand as a year-round delight.
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New Product Blitz: 20+ Innovations
To support the campaign, Mother Dairy is significantly expanding its portfolio with 20 new offerings, ranging from traditional formats to premium gourmet flavors:
- Premium & Experimental: The new ‘Crafted’ range features unique pairings like Cream Cheese Pistachio Cones and Pistachio Kulfi Cassata.
- Family Formats: Introduction of Two-in-One Matka and large tub formats.
- Health-Conscious Segment: The debut of the ‘Go-Low’ sub-brand, offering low-calorie options in flavors like Choco Almond, Shahi Mewa, and Kesar Pista Tilla Kulfi.
Campaign Reach
The 360-degree campaign will be amplified across a variety of platforms to ensure maximum visibility during the peak season:
- Digital: Three short Digital Video Commercials (DVCs) on YouTube.
- Audio: Targeted ads on Spotify and Radio.
- Traditional: High-impact Print and Out-of-Home (OOH) placements.
By combining 100% milk-based quality with a deep emotional hook, Mother Dairy seeks to solidify its dominance in the competitive Indian ice cream market this summer.
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