Mother Dairy partners with SonyLIV for Rohit Sharma show

A 25-week partnership

Mother Dairy has partnered with WPP Media and SonyLIV for Family Full House with Rohit Sharma, becoming a co-powered sponsor of the family entertainment programme. The arrangement places the dairy company within a new entertainment property featuring Indian cricketer Rohit Sharma, who is making his debut in this format.

Developed by WPP Media, the association will run for 25 weeks and encompass 50 episodes. Its components include sponsorship branding, branding linked to specific moments in the programme and integrations within the show itself. Mother Dairy’s presence is therefore planned as part of the programme’s content as well as its surrounding promotional activity.

Brand integrations

A central part of the campaign is the “Maa Jaisi” concept. It is intended to bring Mother Dairy’s familiar warmth into scenes and situations involving care, laughter, shared experiences and family bonding. The integrations are designed to connect those themes with the brand’s existing identity.

The partnership gives Mother Dairy opportunities to participate in the programme’s storytelling rather than relying only on conventional advertising placements. Across the 50 episodes, the company will have repeated opportunities to present its brand messages at different stages of the programme’s run.

Statements from the partners

Jayatheertha Chary, Managing Director of Mother Dairy, said that the programme’s focus on family togetherness, fun and shared experiences made it a natural fit for the company. He also referred to Mother Dairy’s longstanding presence in everyday family moments and celebrations.

Navin Khemka, President—Client Solutions at WPP Media South Asia, said family entertainment allowed brands to become part of moments that audiences choose to watch. He described the collaboration as combining sponsorship, contextual branding and in-show integrations, and said the “Maa Jaisi” idea would bring the brand’s warmth into the programme’s storytelling.

OTT distribution

The partnership is a pan-India association carried through SonyLIV. It reflects Mother Dairy’s use of an over-the-top entertainment platform to maintain visibility across a series of family-oriented episodes, while presenting the company in settings connected with household routines and shared experiences.

The collaboration also places dairy-brand marketing within an entertainment format rather than limiting communication to product advertising. Mother Dairy’s stated focus for the association is to remain connected with families and household decision-makers through the programme’s continuing combination of entertainment, storytelling and contextual integrations.