New Delhi, September 05, 2025 – Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, announced the launch of a new campaign ‘Ksheer Muhavre’ for its dairy brand, Ksheer. Conceptualised with its agency partner ^a t o m Network, the campaign brings timeless Indian proverbs (Muhavre) alive on billboards, social feeds, and everyday streets, with an unfinished twist. Consumers are encouraged to not just read it but also complete it. The campaign is being activated across Rajasthan through outdoor, digital and social media engagement, with hoardings placed at key locations in cities including Jaipur, Jodhpur, Bikaner and Ajmer, led by the mascot Mr Muhavra Kumar.
For generations, ‘Muhavres’ like ‘Jo sowat hai vo khovat hai’, ‘Swaasth hi asli dhan hai’, have been part of everyday language, carrying lessons in disguise. Often these sayings remain mere words, not actions. By leaving these sayings incomplete on hoardings, the Ksheer ‘Muhavre’ campaign nudges people to finish them in their own way and in doing so, turn them into ‘Ek Achhi Aadat’ (a good habit).
Each hoarding carries a QR code, leading participants to a digital contest where they can share their completion, win rewards, and inspire others with their version of wisdom. On platforms like Instagram, Facebook and Google, the campaign is extended with clickable formats that invite people to explore the sayings, take part in the contest, and engage with the message in an interactive way. From witty spins to heartfelt life lessons, the streets of Rajasthan become an open canvas for co-created proverbs.
Pravin Roy, AGM, Marketing, Dairy, DS Group, said, “The wisdom carried in the age-old Muhavre has guided generations, yet often remains limited to words. Through this campaign, DS Group seeks to translate the learnings into daily practices that support healthier and more mindful living. As a brand rooted in purity and goodness, Ksheer encourages ‘Ek Achhi Aadat’ as part of everyday life. We encourage interaction and conversation that blends traditional values with today’s choices.”
In the teaser phase, the mascot will be introduced on-air as a character coming to the radio station to explain muhavras. The promo phase will see the mascot engaging with listeners by teaching how to adopt achhi aadat with Ksheer dairy products through relatable muhavras, supported by a contest where participants complete a muhavra to win Ksheer Ghee. Alongside, the Ksheer jingle will be promoted for brand recall. Special activations will mark Teachers’ Day (podcast with a Hindi teacher & the mascot, Mr Muhavra Kumar) and Hindi Diwas (Podcast on muhavras linked to good habits). To amplify engagement, vox-pop videos across all markets will help increase engagement with consumers, especially women completing muhavras, adding a strong on-ground connect.
Completing a Muhavra, that feels most personal and relatable, revives values learned in childhood and links them to everyday habits such as waking up early, eating well and caring for health and community. By presenting unfinished phrases in public spaces, the initiative transforms familiar surroundings into reminders of timeless wisdom.
Ksheer is DS Group’s dairy brand rooted in purity and goodness. By sourcing milk directly from farmers and processing it in state-of-the-art facilities, Ksheer ensures premium quality across its product basket: Cow & Desi Ghee, Fresh Milk, Dahi, Paneer, Chach, Masala Chach, Dahi, Paneer, Flavoured Milk, Dairy Whitener, Gulab Jamun, Rasgulla and Sweet Lassi.
About DS Group
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.
As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC.