Mumbai, 26th September 2025: Mother Dairy Fruit & Vegetable Pvt. Ltd. (Delhi), India’s leading milk & milk products major and a wholly owned subsidiary of National Dairy Development Board (NDDB), has unveiled a new vernacular campaign for its much-loved Mishti Doi. Titled ‘Doi Chai Go, Doi Chai’, the newly introduced campaign features renowned actor Abir Chatterjee and has been developed for its consumers across Kolkata and West Bengal. Timed with the auspicious festivities of Durga Puja, the month-long campaign will celebrate the cultural essence of the state while reaffirming Mishti Doi as a cherished delight across households.
The newly introduced campaign draws inspiration from the popular lyric of Rabindranath Tagore’s song ‘Doi Chai Go Doi’ and beautifully weaves it to the brand’s latest positioning of ‘Maa Jaisi’, capturing the warmth, care, and authenticity of a mother’s love – a feeling that goes beyond taste and becomes a part of life’s sweetest moments.
Talking about the campaign, Mr. Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd., said, “Mishti Doi has been one of the leading product categories for Mother Dairy in West Bengal, long been cherished for its authentic taste, creamy indulgence, and trusted quality. In the state, it is common for fathers to affectionately call their daughters ‘Maa’. This tender nickname reflects affection, familiarity, and the sweetest bond in the family. We draw a parallel between this cultural nuance and Mother Dairy Mishti Doi – like a mother, this doi is indulgent, familiar, and always the sweetest presence in the room. We hope the newly introduced campaign will strengthen Mother Dairy Mishti Doi’s bond with the Eastern market by embedding it in Bengali cultural traditions and family moments, reinforcing its position as the most loved Mishti Doi brand in the region.”
Elaborating on the association, celebrated actor Abir Chatterjee added, “My association with Mother Dairy runs deep, and that’s why working on this campaign felt so natural. Mishti Doi isn’t just dessert, it’s an emotion. This film brings together everything I love, a touch of music, a lot of sweetness, and memories that feel like home.”
TVC Execution
The film begins with a little choir that is on stage to sing a Tagore classic for their school performance. But the moment a girl amongst the choir spots her father carrying packs of Mother Dairy Mishti Doi into the hall after the interval, her heart takes over her rehearsed lines. Out slips the iconic “Doi chai, doi…” song instead and soon the entire hall joins in the impromptu chorus.
Adding to the charm is a cultural detail close to Bengal’s heart – fathers often call their daughters ‘Maa’. That makes her innocent slip-up even sweeter, an echo of the everyday goofiness and love we associate with our mothers.
The film signs off with the line, “Aamar Maa’er moto Mishti” in actor Abir Chatterjee’s voice, because like a mother, this doi is indulgent, familiar, and always the sweetest presence in the room.
The TVC can be viewed
Elaborating on the campaign, Mr. Sujoy Roy, Chief Creative Officer, Ogilvy North, said, “Some of the sweetest memories we carry are simple, everyday moments that stay with us for life. This one is actually a personal memory from childhood. With Mishti Doi, as the delightful distraction, I wanted to recreate that same feeling. An innocuous act that becomes something heartwarming and lives as a memory forever.”
Mother Dairy (Delhi) is the pioneer in popularizing the traditional artisanal delight of Mishti Doi across the country. The brand has been instrumental in replicating the exact taste of the traditional product with great precision, consistent taste, and superior quality & hygiene standards. While deeply loved in West Bengal, Mother Dairy’s Mishti Doi is also cherished by consumers across northern and western regions.