Mother Dairy rolls out 4 Pujo films with Abir Chatterjee

Mother Dairy is taking its West Bengal play beyond the sweet shop. The dairy brand has extended its association with Bengali actor Abir Chatterjee from Mishti Doi into Milk and Curd, with four new digital video commercials timed for Durga Puja.

01 · From festive treat to daily fridge

The two-month campaign includes two DVCs for milk, with a special focus on Mother Dairy Cow Milk, and two for curd. The films will run across digital platforms, OTT and outdoor, keeping the brand visible through the festive period and beyond.

Jayatheertha Chary, Managing Director of Mother Dairy Fruit & Vegetable Pvt. Ltd., framed the move as a natural next step. West Bengal is an important growth market, and Mishti Doi has already built an affectionate consumer connection. Extending that relationship to milk and curd, he said, is about taking trust and familiarity into more everyday consumption occasions.

02 · Why the adjacency matters

Mishti Doi is a culturally resonant, festive-adjacent product. Milk and curd, by contrast, are daily basket staples with far higher purchase frequency. If the trust transfers, Mother Dairy does not just win a festive moment; it enters the household’s daily routine.

The campaign leans on a familiar and distinctly local voice in Abir Chatterjee, and on Pujo themes of celebration, togetherness and tradition. That local anchoring lowers the risk of moving from a beloved specialty into commodity categories where national and regional players compete aggressively.

03 · What the strategy gets right

• Hero-to-everyday stretch: Mishti Doi opens the door, then Milk and Curd walk in.
• Festival as launchpad: Pujo supplies emotion and attention without manufacturing a new occasion.
• One familiar face: Abir Chatterjee carries brand equity across categories instead of introducing a new ambassador.

Chatterjee said the extension feels natural because milk and curd are the things that quietly show up in homes every single day. That line is the campaign’s strategic core: Mother Dairy wants to be part of ordinary, repeated consumption, not just special occasions.

04 · Takeaway for brand leaders

When a regional hero product earns real affection, adjacent daily categories are a smarter growth path than launching cold. The job is to keep the cultural credibility, shift the consumption moment, and time the push to a moment when the market is already paying attention. A specialty product roots the brand in local tradition; everyday SKUs then give it daily frequency.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.