#RishtonkaCelebration: Mother Dairy & Wavemaker launch a campaign to celebrate special moments in lockdown


After the accomplishment of its ongoing effort “Maa Ke Haath Ka Khana”, Mother Dairy wishes to spread smiles by urging customers to cherish their special moments even during the lockdown.

With the tie-up of its media partner Wavemaker, Mother Dairy launched a radio social and digital campaign #RishtonkaCelebration, encouraging people to not miss out on their special events, especially those who are staying alone during the lockdown.

RJ Ginnie introduced the program to Delhiites through her popular breakfast show, Suno Na Dilli in Radio City, to send their #Rishatonkacelebration stories and share their special moments of celebration.

One winner will be selected every day on the basis of the beauty of their story. Radio City and Mother Dairy will send the winner a Mother Dairy special ice cream cake at their home to make their celebration more special.

Mother Dairy additionally showed this campaign a step higher by offering a statement of appreciation to the frontline workers across Delhi – NCR who are guaranteeing the safety of our residents during these difficult times and serving in this intense warmth, away from their families.

Talking on these activities, Mansi Datta, Managing Partner, Wavemaker India stated, “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.”

Commenting on the thought of the initiative, 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 on 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.”

Chief Creative Officer, Radio City, Kartik Kalla 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. Also, 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 have always been a priority. We are elated to be associated with Mother Dairy and spread a smile and a positive vibe amongst Delhiites.”

To ensure smooth functioning and excellent customer experience, Mother Dairy has launched an AI-based WhatsApp bot wherein customers can directly message to get the information about the nearest location to enjoy Mother Dairy ice-cream cakes in their region. This was focused on the people who were celebrating their special days during the lockdown.


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