Biopic of world boxing champion MARY KOM celebrates Doodh Morning in association with Mother

Doodh Morning is Good Morning

Biopic of world boxing champion MARY KOM celebrates Doodh Morning in association with Mother

Dairy Milk

September 3rd, 2014: ‘Mother Dairy Milk’ recently got associated with ‘Mary Kom’ – A Viacom18

Motion Pictures and Sanjay Leela Bansali production that is directed by Omung Kumar. psLIVE, Dentsu

Aegis Network’s leading international brand experience agency facilitated this association between

the two. With National Award Winner Priyanka Chora starring in and as Mary Kom, the film hopes to

instill in every mind, the mantra of Dil Yeh Ziddi Hai, a spirit that both MC Mary Kom and Priyanka

Chopra share and Mary Kom – the film, commemorates. The agency is known to have worked with all

prominent studios across India and has facilitated many successful associations in the past.

Speaking about the association, Mr. Sandeep Ghosh, Business Head – Milk SBU, Mother Dairy Fruit

& Vegetable Pvt. Ltd. said, “We are quite excited to be a part of this biopic. It depicts the hard work

of Mary Kom and her passion for the sport. The association blends well with our brand proposition

which conveys the message of healthy and happy life. The campaign ‘Mother Dairy Doodh Morning is

Good Morning’ fits completely with our vision of waking our audience to experience a fresh and healthy

morning with Mother Dairy milk. The association will enable our brand to reach out to the enthusiastic

To leverage the integration, the brand is promoting the movie through a Cobranded TVC, Radio and

Digital Contests wherein the winners of the contest get a chance to meet the star – Priyanka Chopra.

The new campaign will be aired with the tagline – “Mother Dairy Doodh Morning is Good Morning.”

Commenting on the association, Rudrarup Datta, Vice President – Marketing, Viacom18 Motion

Pictures says, “Mary Kom’s passion for the sport and her determination to fight against the odds to

become one of India’s finest woman boxers will strike a chord with the viewers. Despite embracing the

joy of motherhood, MC Mary Kom came back fitter and stronger as both a boxer and a woman. The film

brings together a saga of inspiration, family values and celebrates her never-say-die spirit leading to an

impeccable fit for both the film and the brand. We are delighted to have associated with Mother Dairy

Speaking about the association, Mr. Sidharth Ghosh – Vice President, psLIVE says, “‘Mary Kom’ was

the perfect fit for ‘Mother Dairy Milk’ and it blends seamlessly considering the story of the movie and

its expected reach. At psLive, we are extremely delighted having conceptualized this integration”

Link to the TVC campaign – _________

@MaryKomMovie @MaryKomMovie MaryKomMovie Youtube/Viacom18Movies

As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network

for the digital age. Through its six global network brands – Carat, iProspect, Isobar, Posterscope,

Vizeum and the Dentsu agency brand – and supported by its growing multi-market brands including

psLIVE, Amnet, Amplifi, Data2Decisions, mcgarrybowen, Mitchell Communications Group and 360i,

as well as leading local brands like Taproot and Webchutney – Dentsu Aegis Network aims to be the

global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and

digital communications services. Offering a distinctive and innovative range of products and services,

Dentsu Aegis Network is headquartered in London and operates in 110 countries worldwide with over

22,000 dedicated specialists.

Viacom18 Motion Pictures is India’s finest fully integrated motion pictures studio that has emerged

as a force to reckon with by delivering a stream of critically and commercially successful films.

Offering differentiated and meaningful cinema, some of its iconic releases have been Queen (2014),

Bhaag Milkha Bhaag (2013), Madras Café (2013), Special 26 (2013) and Kahaani (2012) to name a few.

Viacom18 Motion Pictures is also one of the few studios to have successfully ventured into regional

films across languages like Bengali, Marathi, Punjabi and in the South. The Studio has also backed

path-breaking and much-appreciated creative work in the form of hits like Bombay Talkies, Gangs

of Wasseypur I and II, OMG – Oh My God!, Manjunath, Shaitan, That Girl in Yellow Boots, Pyaar ka

Punchnama, Inkaar, Saheb, Biwi Aur Gangster Returns and Boss amongst others. The strategic alliance

with Paramount Pictures to market and distribute PPI line-up in the Indian sub-continent has seen

blockbusters like Transformers Dark of the Moon, Mission Impossible: Ghost Protocol, Madagascar 3,

Hugo, Paranormal Activity, G.I. Joe: Retaliation, Jack Ryan: Shadow Recruit, Noah and Transformers –

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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