New campaign reinforces Mishti Doi as Bengal’s favourite festive delight, blending culture, music, and family moments
Mumbai, September 26, 2025: Mother Dairy Fruit & Vegetable Pvt. Ltd. (Delhi), a wholly owned subsidiary of the National Dairy Development Board (NDDB), has launched a new campaign for its much-loved Mishti Doi, timed with the festivities of Durga Puja in West Bengal. Titled ‘Doi Chai Go, Doi Chai’, the campaign features celebrated Bengali cinema actor Abir Chatterjee and has been designed to capture the cultural essence of Bengal while reinforcing Mishti Doi as a household favourite.
Drawing inspiration from Rabindranath Tagore’s classic lyric “Doi Chai Go Doi”, the campaign connects with Mother Dairy’s positioning of ‘Maa Jaisi’, symbolising warmth, indulgence, and the sweetness of a mother’s love. The month-long campaign spans vernacular TVCs, print, social media, and on-ground activations, ensuring wide festive outreach across Kolkata and West Bengal.
Manish Bandlish, Managing Director, Mother Dairy, said: “Mishti Doi has long been cherished in Bengal for its authentic taste and creamy indulgence. The campaign draws on the tender cultural nuance of fathers affectionately calling their daughters ‘Maa’, reflecting familiarity and love. We hope this initiative deepens our bond with the eastern market, embedding Mishti Doi into the region’s traditions and family celebrations.”
Actor Abir Chatterjee added: “Mishti Doi isn’t just dessert, it’s an emotion. This campaign blends music, sweetness, and nostalgia, creating moments that feel like home.”
The TVC narrates the story of a young girl, rehearsing a Tagore song for a school performance, who spontaneously breaks into “Doi Chai Go Doi” upon spotting her father carrying packs of Mishti Doi. The entire hall joins in, ending with the line voiced by Chatterjee: “Aamar Maa’er moto Mishti” — likening Mishti Doi to a mother’s ever-present sweetness.
Sujoy Roy, Chief Creative Officer, Ogilvy North, said: “Some of the sweetest memories are born of everyday moments. With Mishti Doi as the delightful distraction, we recreated that innocent magic, transforming it into a lasting cultural memory.”
Mother Dairy pioneered the popularisation of artisanal Mishti Doi nationwide, ensuring traditional taste with modern quality and hygiene standards. While rooted in Bengal, the brand enjoys growing popularity across northern and western India.
