Mother Diary skips to a digital beat

        Mother Dairy skips to a digital beat

The dairy major goes for a brand refresh with new packaging sharper digital tools,looks to set itself apart from clutter in the diary market.

‘Mother Diary’ is a strong old brand but has remained largely regional.They are rewriting the brand rule-books to attract the audience that is younger,premium paying and more diverse than its traditional stronghold of milk-guzzling North Indian States.The brand is trying to position itself for a national audience.They changed their diary label and other things to differentiate itself from competitiors like Amul and Nestle.They emerged a campaign named “Rishton Ka Swad Badhaye” (means prolong the taste of relationships) and it revolves around food and time spent with family and friends,positioning the brand as an integral part of both.The message had relayed across all media to its targeted new urban geographies.The marketing budgets especially around digital,have increased in the last few years to stand at 3-5 percent of its dairy product revenues.

Mother Diaries had been able to identify the unique needs of social media branding quite effectively.Its posts, memes and campaigns are topical and funny and also are high on engagement and shared widely.The current campaign does well to build on its positioning and digital media.Its campaigns have also been digital media-friendly experts said,the campaigns being easily adaptable to multiple events and occasions.The campaign narratives stays the same across media,but the tone varies between print and digital ads.The products new design remixes the brand’s old colours to create a fresh look and uses a chat box as a label.

The strongest market for Mother Diary is North India including Delhi NCR region apart from particular markets across the eastern and western parts of the country and a limited presence in the southern region.

The current campaign is a good example of easily influensable messaging,as it can be extended to multiple scenarios, believes Robinson Varghese,founder-director of left and right communications, a company that has worked with other homegrown diary brands.