1. Case Study | Mother Dairy agx.in/case-studies/mother-dairy Mother Dairy Mother Dairy was commissioned in 1974 as a wholly owned subsidiary of the National Dairy Development Board (NDDB). It was an initiative under Operation Flood, the world's biggest dairy development program launched to make India a milk sufficient nation. Today, Mother Dairy manufactures markets & sells milk and milk products including cultured products, ice creams, paneer and ghee under the Mother Dairy brand. The Company also has a diversified portfolio with products in edible oils, fruits & vegetables, frozen vegetables, pulses, processed food like fruit juices, jams, etc. to meet the daily requirements of every household. THE ASK Stylize the old traditional concrete booths. Make the touchpoint more appealing and youthful to cater to all age groups of customers. THE SOLUTION We completed a thorough research which yielded interesting insights. Mother Dairy was selling its milk through vending machines and later started selling in packs of 500 ml and 1 ltr. Sales was generated through Mother Dairy owned milk booths which were operated by Ex- Army Personals and through Normal Kirana Stores. Old traditional booths were considered as just a milk selling point, which had a footfall with an average age of 35-40 years. Our Design and Execution teams worked hand in hand with Mother Dairy Team to understand the operational requirements. After a lot of sessions to finalize design and material specifications, a blue print design was presented to the Mother Dairy team, after which we successfully created a proto, at Ghaziabad. The booth design received overwhelming response and won many accolades internally. THE RESULTS Cities covered: Ghaziabad, Delhi, Gurgaon, Noida, Nagpur, Amravati, Akola, Chandrapur, Kolkata, Varanasi 6 booths covered across Varanasi Total no. milk booths executed: 110 and counting Total no. of franchise booths executed: 28 and counting Recently initiated working for Safal, another subsidiary of the brand KEY TAKEAWAY If the creatives, colour themes and elements are used intelligently, they can impact the mindset of the target group and help in driving footfall. 1/1