MUMBAI: Dairy products brand Mother Dairy has launched a new campaign titled 'Maa Jaisa Koi Nahi' which highlights the pivotal role of mothers in a child's life.

Created by Ogilvy & Mather, the TVC portrays love and care that a mother has towards her child and urges everyone to drink a glass of milk every day to remain healthy.

The communication revolves around 'slice-of-life' situations depicting how children take their mother's love for granted, irrespective of what age they are in.

The objective is to gently remind the kids of what all their mothers go through just to keep them happy without ever expecting anything in return. The least they can do in return is to drink a glass of milk today so that tomorrow they can take care of their mothers.

The TVC has been launched on a pan-India with Hindi, Marathi, Telugu and Tamil edits. The print and social media too are being tapped in different cities across India.

Mother Dairy had a month back also changed the packaging of its milk packets. The new look of village graphics highlights how milk from the farm reaches the consumers home.

Now with this new TVC coming on air, the brand aims to trigger the hearts of consumers and go closer to them by making consumption of milk a ritual of every morning.

Company spokesperson from Mother Dairy Fruit & Vegetable said, "Since the time a child is born, mothers play a pivotal role in developing this good habit of drinking milk, thus ensuring good health of her family.

"It was time to pay a befitting tribute to the millions of mothers of this country who have silently been the pillar of strength and support for their children. Therein was born our communication idea, out of a simple, an age old truth that we all know of, but somehow fail to acknowledge-Maa Jaisa Koi Nahi."