Mother Dairy collaborates with Wavemaker and Radio City to launch #RishtonKiImmunity

To spread the awareness around the recently launched butterscotch flavoured Haldi Milk by Mother Dairy, Wavemaker in collaboration with Radio City have launched the latest initiative #RishtonKiImmunity.   

The campaign aims at celebrating the beautiful strong bond with the mother and her child. Just as a mother shields the child against all odds, Mother Dairy Haldi Milk aims at building immunity with powerful turmeric extract combined with milk for strength in a delightful Butterscotch flavour.

As a part of Radio City’s digital and on-air campaign, all RJs came together and shared their childhood golden moments, where they hesitated to drink Haldi milk and the various tricks their moms used to pull out on them to convince. RJ Divya, through her popular show, urged moms of Delhi to send in their #RishtonKiImmunity stories and the tricks they used on their kids to feed things they dislike. 

Elaborating on the association, Sanjay Sharma, Business Head-Value Added Products, Mother Dairy, said, “As a customer-centric organisation it has been our constant effort to bring out products that are aligned to the needs of consumers and our latest offering of Haldi Milk reaffirms our commitment. While the product has been an instant hit our campaign #RishtonKiImmunity too has struck the right chord with our target group. The relationship of mother and a child has beautifully encapsulated the caregiving nature of a mother while keeping up the taste preferences of her child. The campaign also helped us on building up the momentum by engaging consumers from all spheres.

Mansi Datta, Managing Partner, Wavemaker India, said, “Mother Dairy stands for its values of trust, care, love and warmth and they are also cognisant of the demands of today’s scenario – saluting their truly innovative product offering, bottled Haldi Milk that aims to improve immunity in such times. We, at Wavemaker, understand their values and conceptualised an interesting initiative around #RishtonKiImmunity, that captures the beautiful bond of mother and child while convincing the importance of super foods. I am sure this campaign will resonate with consumers very strongly.”

Mother Dairy, Wavemaker along with Radio City also took this initiative a notch higher by taking up the role of a mother for the orphans and abandoned kids ensuring safety by distributing masks and sanitizers at various orphanages in Delhi NCR and at the same time distributed Haldi milk bottles to raise the kid’s immunity during these tough times.

Kartik Kalla, Chief Creative Officer, Radio City, said, “We are glad to associate with Mother Dairy for the #RishtonkiImmunity campaign. Radio City has always taken a step forward for the benefit of the city and its citizens. With the current situation due to the pandemic, Immunity boosting is one of the most important factor to protect oneself from covid. We are certain that through this campaign we will able to spread in the vibe of positivity, hope and happiness amongst Delhiites.”