Mother Dairy has unveiled a hyperlocal extension of its iconic ‘Maa Jaisi’ campaign with a fresh, Mumbai-centric twist. Titled ‘Aai Jaisi Mumbai’, the campaign honors the city’s spirit of care, resilience, and compassion – drawing a powerful parallel between Mumbai’s everyday heroes and the warmth of a mother.
Conceptualized by Ogilvy, the campaign captures emotionally resonant moments from daily life in Mumbai. It shines a light on the unseen gestures that define the city’s collective soul – like a tea vendor comforting a homesick student or a cab driver waiting until a passenger gets safely inside their home. These vignettes reflect how the city nurtures its people, echoing the essence of motherhood beyond traditional boundaries.
Shot in evocative black-and-white frames, the digital video commercial (DVC) is set to a rap-style voiceover that adds rhythm and a contemporary edge to the storytelling. It brings Mumbai’s energy and empathy to life, resonating with viewers across generations.
The campaign will run across digital platforms, print, radio, and out-of-home (OOH) media. With Aai Jaisi Mumbai, Mother Dairy aims to deepen its emotional connection with the city while reinforcing its commitment to nourishment and trust.
“Just like a mother, Mumbai is endlessly giving and caring,” said Manish Bandlish, Managing Director, Mother Dairy. “This campaign celebrates the city’s maternal soul and aligns it with our brand’s core values of love and care.”
The campaign was directed by Bikramjit Bose and produced by The Unicorn Films, with creative leadership from Ogilvy’s Gurugram team.
