omorrow's social activist. Tomorrow's journalist. Tomorrow's super model. It looks like Mother Dairy wants everything to move quickly. The latest TVC exhorts the children of India to grow faster. And what is the key to growing faster? Drinking Mother Dairy milk, obviously. The brand is available across Mumbai, Hyderabad, Delhi and the National Capital Region (including some markets of Haryana, Uttar Pradesh). With more launches on the anvil, Mother Dairy wants to expand into other markets. That's what prompted it to launch an ad campaign on a national scale.

"While the Mother Dairy brand enjoys a phenomenal equity in Delhi, it was perceived as a traditional brand that was staid and not in keeping with the times,' says L.S. Rathore, chief executive officer, Mother Dairy. The brief given to Saatchi & Saatchi, the agency on account, was to establish an emotional connect with children in an aspirational manner, linking the process of growing up to drinking milk and its benefits. Rathore says that the task earlier was to get more people towards packaged milk and most of the communication was around the "fresh and pure' aspect of hygienically packed milk. "But today, most of the consumers are aware about packed milk and its freshness and assured about the quality vis-�-vis loose milk sold by local vendors,' he says.... more