Brand integration in Netflix series strengthens Mother Dairy’s youth-focused marketing strategy
Mumbai, September 24, 2025 – Mother Dairy, one of India’s leading milk and milk products companies, has announced a strategic brand integration with Red Chillies Entertainment for its latest web series, The Ba*ds of Bollywood. Directed by Aryan Khan in his directorial debut and produced by Red Chillies Entertainment, the series premiered globally on Netflix on September 18, 2025.
The partnership marks a key milestone in Mother Dairy’s evolving marketing approach, using digital-first entertainment platforms to deepen engagement with aspirational and younger consumers.
The brand integration has been executed through Whisper World, Red Chillies Entertainment’s exclusive In-Content Advertising (ICA) partner, with support from Wavemaker. This collaboration ensures organic and seamless placement of Mother Dairy products in the series, enhancing visibility while resonating authentically with a wide and discerning audience.
Commenting on the collaboration, Mr. Manish Bandlish, Managing Director, Mother Dairy, said: “Our association with Red Chillies Entertainment exemplifies our versatility in aligning with premium content that resonates with today’s audiences. It further amplifies our bond with modern consumers by showcasing authentic consumption moments that reflect the trust and confidence placed in Mother Dairy products every day.
“Mr. Venky Mysore, CEO of Red Chillies Entertainment, added: “We are delighted to partner with Mother Dairy. At Red Chillies, we take pride in producing world-class content such as The Bads of Bollywood, and this platform provides unique opportunities for brands to integrate seamlessly and meaningfully.”
Mother Dairy has been proactively adopting modern channels in recent years, from digital-first campaigns and experiential activations to partnerships in new-age entertainment mediums. This latest integration underscores the company’s commitment to staying relevant to contemporary consumers and strengthening its presence across evolving platforms.
About Mother Dairy Fruit & Vegetable Pvt. Ltd.
Mother Dairy was established in 1974 as a wholly owned subsidiary of the National Dairy Development Board (NDDB) under ‘Operation Flood’—the world’s largest dairy development program. Today, it is a household name in India, offering a wide portfolio of products including milk, cultured products, ice creams, paneer, and ghee under the ‘Mother Dairy’ brand; edible oils under the ‘Dhara’ brand; and fresh and frozen vegetables, snacks, pulses, and concentrates under the ‘Safal’ brand. With a strong farmer-backed foundation, Mother Dairy has been delivering nutritious and trusted products to Indian households for over five decades.
About Red Chillies Entertainment
Founded in 2002, Red Chillies Entertainment (RCE) is one of India’s leading studios, producing high-quality content across platforms. The company’s operations span content creation, production, marketing, and global distribution, along with cutting-edge visual effects and post-production services through Red Chillies VFX.
