User-generated content in focus as Mother Dairy celebrates special moments of citizens on Radio City's ‘Suno Na Dilli'

Celebrating special moments during the global pandemic may not be easy but it is the new normal for most of us. Along with its media partner Wavemaker, Mother Dairy conceptualised a radio social and digital campaign #RishtonKaCelebration, urging people to not miss out on their special occasions, especially those who are staying alone during the lockdown.

As part of Radio City’s on-air campaign, RJ Ginnie, through her popular breakfast show ‘Suno Na Dilli’, urges Delhiites to send in their #RishtonKaCelebration stories and share how they are celebrating the special day. Every day, one winner is selected on the basis of the stories. Radio City and Mother Dairy will send them a Mother Dairy special ice-cream cake to their homes to add to their celebration.

Speaking on the initiative, Mansi Datta, Managing Partner, Wavemaker India, said, “Mother Dairy has been embracing these tough times by acknowledging and extending its warmth and support to consumers. During these testing times, all we need is that extra cushion of love and support. We are extremely delighted to work with Mother Dairy and bring out such beautiful campaigns.

Sanjay Sharma, Business Head, Dairy Products, Mother Dairy, said, “The lockdown has hit us emotionally too and being a consumer-conscious brand, we took it as a responsibility to maintain smiles in the face of consumers as before. The idea behind this campaign is to spread positivity and happiness during this tough time and what is better than food. The celebrations should continue, people should enjoy their special occasions.”

Kartik Kalla, Chief Creative Officer, Radio City, said, “Radio City has always been a torchbearer for the benefit of the city and citizens. Currently, we are all facing tough times, and are stuck at home. Celebrations have taken a back seat due to the nationwide lockdown. Radio City’s association with Mother Dairy through #RishtonKaCelebration campaign ratifies the fact that for us our listeners and their happiness has always been a priority. We are elated to be associated with Mother Dairy and spread a smile and a positive vibe among Delhiites.”

In its endeavour to provide convenience and excellent customer experience, Mother Dairy has launched an AI-based WhatsApp bot wherein users can directly message to know the nearest location to enjoy Mother Dairy ice-cream cakes in their vicinity. This was targeted at people who were celebrating their special days during lockdown across Delhi-NCR via digital/social with Facebook/Insta/Search/SMS/Emails.