Mother Dairy has launched a special Mumbai-centric version of its iconic ‘Maa Jaisi’ campaign, titled ‘Aai Jaisi Mumbai’, celebrating the city’s nurturing and resilient spirit. Conceptualized by Ogilvy, the campaign draws parallels between Mumbai’s people and the selfless, caring qualities of a mother, showcasing everyday acts of kindness and strength.
The digital video campaign (DVC), set in evocative black-and-white frames, highlights touching moments across the city—from crowded local trains to tapris and cab rides—narrated through a street-style rap voiceover. It aims to deepen Mother Dairy’s emotional bond with Mumbaikars and reinforce the brand’s legacy of trust, care, and nourishment.
The campaign runs across digital, print, radio, and outdoor platforms, celebrating Mumbai’s people as everyday embodiments of the ‘Maa Jaisi’ spirit.