Ogilvy India bags Mother Dairy business

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | June 15, 2009
Ogilvy will handle the creative duties for its entire range of products, other than the two brands Dhara and Safal which continue to be with Mudra

Mother Dairy, a subsidiary company of a wholly owned company of the National Dairy Development Board (NDDB), has awarded the creative duties for its entire range of products, other than Dhara and Safal, to Ogilvy India's Delhi wing. The Dhara and Safal businesses are handled by Mudra.

The win follows a multi-agency pitch that also included Saatchi & Saatchi, Contract and McCann Erickson. Saatchi & Saatchi is the incumbent agency for the brand. When asked about the ad spends, company officials refused to comment. The media duties are being handled by Madison, which had won the duties for the group's mother brand, Mother Dairy, as well as the other two brands, Safal and Dhara, back in 2006.

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Confirming the development, Sandipan Ghosh, head, marketing, dairy and foods, Mother Dairy India, maintains that the brand was looking for a fresh perspective, which prompted it to call for a pitch and appoint a new agency.

Saatchi had won the account, which included products such as Mother Dairy milk, flavoured milk, ice creams, curd, butter, lassi (buttermilk) and paneer (cottage cheese) in mid 2003. Prior to that, the account was handled by Interface.

Set up in 1974 under the Operation Flood programme, Mother Dairy markets and sells dairy products under the Mother Dairy brand ( such as milk, dahi, ice-creams, dairy whitener, cheese and butter); Dhara range of edible oils; and the Safal range of fresh fruits and vegetables, frozen vegetables and fruit juices.

The company markets more than 2.2 million litres of milk daily in Delhi and the surrounding areas of Western UP and Haryana, Mumbai and Hyderabad. Mother Dairy milk has a market share of 66 per cent in the branded sector in Delhi, where it sells 2 million litres of milk daily and undertakes its marketing operations through more than 10,000 retail outlets, including 780 exclusive outlets.