Mother Dairy has rolled out a campaign ‘Booth Par Jao’ (go to the voting booth), urging citizens to step out and vote ahead of the Delhi Legislative Assembly elections, to be held on 5 February.

Conceptualised by Interactive Avenues, the campaign draws a compelling parallel between the everyday act of visiting a Mother Dairy booth and the crucial responsibility of heading to the voting booth on election day.

The campaign features two ad films that celebrate the power of choice, reinforcing the message that just as we make daily decisions about essential products, we must also make an informed choice at the polls.

In the first film (above), three customers visit a Mother Dairy booth to purchase different milk-based products. The narrative then shifts, emphasising that if we carefully choose what we need at a Mother Dairy booth, shouldn't we also make the effort to choose what’s best for the country at the voting booth? The film concludes with a powerful voiceover urging, “Go to the booth and take the country ahead.”

In the second film (below), a woman walks toward a Mother Dairy booth, carrying a milk can for her morning tea. As she arrives, she mentions that she’s heading to "the booth." She collects her milk from the vending machine and reflects on the importance of this booth for her daily needs. Then, drawing a parallel, she points out that just as this booth provides milk, there’s another booth crucial for the country’s progress—the voting booth. The film concludes with the same voiceover as the first film.

What we think about it: Cleverly links everyday choices to civic duty, urging citizens to vote with a relatable analogy. Simple yet impactful, the films drive home the message that just as we choose our essentials, we must also choose our leaders.

The campaign was released on YouTube and Instagram on 30 January.