Outdoor, digital, and social activations invite people to complete age-old sayings and adopt ‘Ek Achhi Aadat’ in daily life
New Delhi, September 05, 2025: Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has launched an innovative campaign titled ‘Ksheer Muhavre’ for its dairy brand, Ksheer. Conceptualised with creative agency partner ^a t o m Network, the campaign breathes new life into traditional Indian proverbs (Muhavre) through billboards, social media, and interactive activations across Rajasthan.
The initiative features incomplete proverbs on hoardings in key cities such as Jaipur, Jodhpur, Bikaner, and Ajmer, led by the quirky mascot Mr. Muhavra Kumar. Consumers are encouraged to complete the sayings in their own way, transforming age-old wisdom like “Jo sowat hai vo khovat hai” or “Swaasth hi asli dhan hai” into actionable lessons for everyday living.
Each hoarding carries a QR code that directs participants to a digital contest where they can submit their version of completed Muhavres, win rewards, and inspire others. The campaign extends across Instagram, Facebook, and Google, using interactive formats that invite witty, thoughtful, and heartfelt interpretations from the public—turning city streets into a collaborative cultural canvas.
Speaking on the launch, 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.”
The multi-phase campaign includes:
Teaser activations with the mascot on radio, introducing Muhavre in an engaging, conversational style.
Promo phase contests, where listeners complete proverbs and win Ksheer Ghee.
Special initiatives on Teachers’ Day and Hindi Diwas, including podcasts featuring Mr. Muhavra Kumar and Hindi teachers.
On-ground vox-pop videos capturing women and families completing Muhavres, enhancing relatability and community participation.
By linking traditional sayings to habits such as waking early, eating well, and nurturing health and community, the campaign transforms public spaces into reminders of timeless wisdom, while connecting them to Ksheer’s dairy portfolio—from Ghee, Milk, and Paneer to Flavoured Milk, Rasgulla, and Sweet Lassi.
About Ksheer (DS Group):
Ksheer, the dairy brand from DS Group, stands for purity and quality. Sourced directly from farmers and processed in modern facilities, Ksheer offers a premium product range including Cow & Desi Ghee, Fresh Milk, Dahi, Paneer, Chach, Masala Chach, Flavoured Milk, Dairy Whitener, Gulab Jamun, Rasgulla, and Sweet Lassi.
