Mother Dairy Fruit & Vegetable, a wholly owned subsidiary of the National Dairy Development Board (NDDB), has renewed its integrated media mandate with WPP Media, extending a partnership that has been in place for nearly a decade.

Under the renewed agreement, WPP Media will continue to oversee integrated media planning and buying for Mother Dairy over the next four years, with the partnership now extended until 2030.

The renewed mandate will focus on brand storytelling and business outcomes through a combination of brand-building and performance-led media strategies aimed at engaging consumers across multiple touchpoints and key consumption occasions.

The association between the two companies began with Mother Dairy's digital media mandate before expanding in April 2018 to include mainline media responsibilities. 

Following the renewal, WPP Media will continue to align media strategy with consumer engagement opportunities while integrating creative content, consumer experiences and media investments.

The agency will also leverage audience intelligence and data-driven planning to support media effectiveness as Mother Dairy continues to expand its presence in the dairy and food sector.

Jayatheertha Chary, managing director, Mother Dairy Fruit & Vegetable, said, “We are pleased to continue our long-standing association with WPP Media, a partnership that has played an important role in strengthening our connection with consumers over the years. As  consumer journeys continue to evolve, we look forward to leveraging deeper insights, innovation  and data-led capabilities to build more meaningful engagement, strengthen brand affinity, and  connect with new consumers as we drive the next phase of growth for our brands." 

Navin Khemka, president, client solutions, WPP Media South Asia, said, "This extension reflects a relationship built on shared ambition, trust, and consistent delivery. As India's consumer and  media landscapes evolve rapidly, we remain focused on connecting Mother Dairy's rich heritage  with modern, data-driven storytelling, deepening audience connection, driving brand love, and  accelerating growth across all business verticals.”