There’s something about Mumbai. A spirit. A heartbeat. A rhythm that feels like home even when the city is bursting at the seams. And now, that spirit has been beautifully captured in a moving new campaign by Mother Dairy.

In a heartfelt tribute to the city that never stops giving, Mother Dairy—one of India’s leading names in milk and dairy products—has launched a Mumbai-centric version of its iconic ‘Maa Jaisi’ campaign.

This special adaptation is called ‘Aai Jaisi Mumbai’.

The idea is simple, yet deeply emotional: to honour Mumbai the way we honour our mothers—recognising in her the same quiet strength, resilience, tenderness, and unconditional care.

Conceptualised by creative powerhouse Ogilvy, the campaign draws on everyday moments that make Mumbai what it is—a city that somehow feels like a warm hug even when it’s moving at a million miles an hour.

At its core, ‘Aai Jaisi Mumbai’ is a celebration of the maternal spirit that lives not just in the women who raise us, but in the city itself.

Whether it’s a stranger helping another climb onto a packed train, a chaiwala offering comfort to a weary soul, or a local aunty feeding strays on the footpath—these are not just acts of kindness. They are acts of motherhood.

Because in Mumbai, motherhood is everywhere.

The campaign comes to life through a deeply evocative digital video commercial (DVC) that’s as artistic as it is emotional. Shot in raw, black-and-white frames, the film paints an intimate portrait of Mumbai’s many faces—and the invisible threads of compassion that tie them all together.

Each scene is a slice of real life. Each moment tells a story.

We see hands being held on crowded BEST buses, a tired worker being handed a cup of chai, kids laughing as they play cricket in narrow gullies, and even silent nods of understanding between strangers stuck in the city’s signature traffic jams.

These are the unspoken words of a city that nurtures without asking for anything in return.

The DVC is set to the backdrop of a street-style rap voiceover that flows through the film like a heartbeat. It’s gritty, honest, and powerful—just like Mumbai itself. The rhythm captures the soul of the city, weaving words like a warm sari of stories, wrapping the audience in emotion.

It’s not loud or flashy. It doesn’t need to be.

Because the strength of motherhood, like Mumbai’s spirit, lies in its quiet power.

Speaking about the campaign, Manish Bandlish, managing director at Mother Dairy, shared the inspiration behind this emotional initiative.

“Mumbai embodies the qualities of a mother – resilient, welcoming, and quietly generous,” he said.

And he’s right.

There’s a kind of love in this city that doesn’t announce itself. It just shows up—again and again—no matter how hard the day has been, no matter how crowded the train, no matter how heavy the rain.

“As a brand synonymous with maternal care and unwavering trust,” Bandlish continued, “Mother Dairy is proud to extend this legacy of love and care to Mumbai, a city renowned for its ceaseless spirit of giving.”

With this campaign, the brand isn’t just advertising milk. It’s honouring a feeling.

A feeling we all carry with us—of being looked after, of being seen, of being safe.

“Through Aai Jaisi Mumbai, we aim to deepen our bond with the people of this vibrant city, while reinforcing our promise to serve Mumbai with the same care, compassion, and dedication that defines our brand,” Bandlish added.

The campaign isn’t limited to digital. It spans across print, radio, and out-of-home (OOH) platforms, bringing its warm, emotional message to corners of the city where Mumbaikars live, work, and love.

It’s a reminder: You’re not alone. Not in this city. Not in this life.

Because Mumbai takes care of you. Sometimes silently. Sometimes fiercely. But always, always with love.

The best part? You don’t have to earn it. The city just gives—like a mother does.

With this tribute, Mother Dairy gently holds up a mirror to Mumbai, saying: Thank you. We see you. We honour you.

‘Aai Jaisi Mumbai’ is more than a campaign. It’s a love letter.

And in a world that moves too fast, it’s a soft voice saying: Slow down. Feel the care around you. It’s everywhere.

Just like your Aai.

Author: Saloni Dangi