Dharampal Satyapal Group (DS Group), an FMCG conglomerate and multi-business corporation, has launched a new campaign ‘Ksheer Muhavre’ for its dairy brand, Ksheer. Created with its agency partner ^a t o m Network, the campaign features Indian proverbs (Muhavre) displayed on billboards, social feeds, and streets, but with an unfinished twist.
Consumers are encouraged to complete the proverbs themselves. The campaign is being activated across Rajasthan through outdoor, digital and social media engagement, with hoardings placed at key locations in cities including Jaipur, Jodhpur, Bikaner and Ajmer, led by the mascot Mr Muhavra Kumar.
For generations, Muhavres like Jo sowat hai vo khovat hai, Swaasth hi asli dhan hai have been part of everyday language, carrying lessons in disguise. But often, these sayings stay as words, not actions. The Ksheer ‘Muhavre’ campaign leaves these sayings incomplete on hoardings to prompt people to finish them in their own way and turn them into Ek Achhi Aadat (a good habit).
Each hoarding has a QR code that links to a digital contest where people can share how they complete the saying, win rewards, and share their version of wisdom. The campaign runs on Instagram, Facebook, and Google through clickable formats that let people explore the sayings, join the contest, and interact with the message. From witty takes to serious life lessons, the streets of Rajasthan turn into a space for co-created proverbs.
In the teaser phase, the mascot will be introduced on-air as a character coming to the radio station to explain muhavras. The promo phase will see the mascot engaging with listeners by teaching how to adopt achhi aadat with Ksheer dairy products through relatable muhavras, supported by a contest where participants complete a muhavra to win Ksheer Ghee. Alongside, the Ksheer jingle will be promoted for brand recall. Special activations will mark Teachers’ Day (podcast with a Hindi teacher and the mascot, Mr Muhavra Kumar) and Hindi Diwas (Podcast on muhavras linked to good habits). To amplify engagement, vox-pop videos across all markets will help increase engagement with consumers, especially women completing muhavras, adding a strong on-ground connect.
Completing a Muhavra, that feels most personal and relatable, revives values learned in childhood and links them to everyday habits such as waking up early, eating well and caring for health and community. By presenting unfinished phrases in public spaces, the initiative transforms familiar surroundings into reminders of timeless wisdom.
Ksheer is DS Group’s dairy brand rooted in purity and goodness. By sourcing milk directly from farmers and processing it in state-of-the-art facilities, Ksheer ensures premium quality across its product basket: Cow and Desi Ghee, Fresh Milk, Dahi, Paneer, Chach, Masala Chach, Dahi, Paneer, Flavoured Milk, Dairy Whitener, Gulab Jamun, Rasgulla and Sweet Lassi.
Pravin Roy, AGM, Marketing, Dairy, DS Group, said, “The wisdom carried in the age-old Muhavre has guided generations, yet often remains limited to words. Through this campaign, DS Group seeks to translate the learnings into daily practices that support healthier and more mindful living. As a brand rooted in purity and goodness, Ksheer encourages ‘Ek Achhi Aadat’ as part of everyday life. We encourage interaction and conversation that blends traditional values with today’s choices.”
