Categories Name : Marketing Strategy

Sub-Category : Maximizing Mobile Advertising / Programmatic and Machine Learning

Entry Name (Campaign) : Mother Dairy's 50 Years of Glory: Amplified by Multi-Screen Impact

Results

The "Maa Jaisi" campaign by Mother Dairy, commemorating its 50th anniversary, used advanced AdTech solutions to create a cohesive multi-screen experience that emotionally connected with audiences across DOOH, CTV, and mobile devices. By partnering with Mediasmart, Mother Dairy deployed a precision-targeted, multi-platform strategy to reinforce the nurturing essence of the "Maa Jaisi" message, emphasizing the brand’s household presence and trust. Key technologies included Mediasmart’s CTV Household Sync, which allowed retargeting across multiple devices within the same household, and location intelligence for DOOH, strategically placing ads in high-traffic residential areas across Delhi NCR. This approach ensured consistent message delivery across all screens, maximizing reach and engagement while avoiding ad fatigue. The campaign’s performance exceeded expectations, achieving a Video Through Rate (VTR) of 96.74%—12% above the benchmark—and securing 2.17 million impressions through strategically placed DOOH screens. Additionally, post-campaign surveys indicated a notable uplift in brand recall and positive brand perception, resonating with Mother Dairy’s loyal customer base. Through strategic, data-driven planning and real-time optimization, the campaign demonstrated how AdTech can enhance brand storytelling, deliver exceptional engagement, and forge stronger connections with the audience. This case exemplifies the impact of a well-crafted, tech-enabled campaign, making "Maa Jaisi" a standout success.