Outdoor, digital, and social media activations across Rajasthan inspire consumers to complete proverbs and adopt healthier habits.
New Delhi, September 08, 2025: Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has launched a new campaign, ‘Ksheer Muhavre’, for its dairy brand Ksheer. Conceptualised by its agency partner ^a t o m Network, the campaign takes timeless Indian proverbs (muhavre) and presents them in an unfinished form across outdoor hoardings, digital platforms, and social media, inviting people to complete them and act on their lessons.
The initiative is being activated across Rajasthan, with billboards placed at high-footfall locations in Jaipur, Jodhpur, Bikaner, and Ajmer, fronted by the campaign mascot, Mr. Muhavra Kumar.
Reimagining Timeless Sayings
Generations have grown up with sayings like “Jo sowat hai vo khovat hai” and “Swaasth hi asli dhan hai”, but their wisdom often remains unpracticed. By leaving these sayings incomplete, the Ksheer ‘Muhavre’ campaign nudges people to finish them in their own way, encouraging the adoption of ‘Ek Achhi Aadat’ (a good habit).
Each hoarding features a QR code linking to a digital contest where participants can submit their own completions, win rewards, and share wisdom with others. On Instagram, Facebook, and Google, the campaign is extended with interactive formats, giving people an opportunity to engage, create, and co-author modern takes on traditional proverbs.
Brand Speak
Pravin Roy, AGM – Marketing, Dairy, DS Group, said:
“The wisdom carried in age-old muhavre has guided generations, yet often remains limited to words. Through this campaign, DS Group seeks to translate 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.”
Multi-Phase Engagement
The campaign also includes:
Teaser Phase: The mascot is introduced on-air as a character at a radio station explaining muhavre.
Promo Phase: The mascot engages listeners, encouraging adoption of good habits with Ksheer products through relatable sayings, with a contest rewarding participants who complete a muhavra with Ksheer Ghee.
Special Activations: Teachers’ Day features a podcast with a Hindi teacher and Mr. Muhavra Kumar, while Hindi Diwas highlights muhavre tied to positive lifestyle habits.
On-Ground Engagement: Vox-pop videos with consumers—especially women—completing muhavre add authenticity and community connection.
By blending nostalgia with interactivity, DS Group transforms familiar streets into living canvases of co-created wisdom while positioning Ksheer as a brand that bridges tradition with modern wellness.
About Ksheer
Ksheer is DS Group’s dairy brand, rooted in purity and quality. The brand sources milk directly from farmers and processes it in state-of-the-art facilities to ensure premium standards. Its diverse product portfolio includes Cow & Desi Ghee, Fresh Milk, Dahi, Paneer, Chach, Masala Chach, Flavoured Milk, Dairy Whitener, Gulab Jamun, Rasgulla, and Sweet Lassi.
