Parsi Dairy Farm turns 110 with a Diwali rap by Mohak

Parsi Dairy Farm, the Mumbai dairy and mithai house founded on Princess Street in 1916, is marking its 110th year with a format it has never used before: a rap record. ‘This Is Diwali, Giving’ is a 70-second film and track made with Mumbai rapper Mohak, shot entirely inside the brand’s Marine Lines store. The counters, kulfi freezer and red door become the stage.

01 · Not a history lesson, a memory maker

The campaign skips the conventional legacy montage. The rap frames Diwali as it is lived today: a full house, a family selfie, a cousin reaching for the last barfi, and the mithai box you carry when you visit someone. For a brand now run by the family’s fourth generation, that is the thread of continuity.

Director Branding and Marketing Zeenia K. Patel describes the idea as ‘a box of mithai, given to someone you love.’

02 · The open-audio distribution move

What makes it more than another Diwali ad is the release strategy. The hook is out as open audio on Instagram, so anyone can use it in their own reels. That turns the film into a co-creation asset, and the brand into part of thousands of personal Diwali posts rather than a 70-second placement.

• The format: a 70-second rap film and track with rapper Mohak.
• The stage: the Marine Lines store, not a constructed set.
• The asset: an open Instagram audio hook for consumer reels.
• The products: barela peda, sutarfeni, kulfi, ghee, new chocolate dragees, flavoured nuts and hampers.
• Availability: Marine Lines, Borivali, Ghatkopar and Talasari stores, plus the app, website, Swiggy and Zomato.

03 · What brand leaders can take from it

Heritage brands often try to prove they are young by borrowing slang. Parsi Dairy Farm does something more useful: it keeps the product and the gifting ritual front and centre while using the platform’s native format. The open audio does the relevance work, because consumers carry the brand into their own content.

The film is live on Parsi Dairy Farm’s Instagram handle, and the Diwali hampers are on sale across its retail network and food delivery apps. The marketing take: don’t just tell a new generation about your legacy—give them an asset they can make their own.

Source: Adgully

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