New Delhi, Apr 23: Leading dairy brand Madhusudan (SMC Foods Ltd), established in 1991, has launched a new TVC featuring Bollywood superstar Akshay Kumar. Conceptualised and executed by Shree Ganpati Productions, the campaign is built on the positioning “Hindustan ka mann Madhusudan.” Madhusudan also extended its appreciation to Shree Ganpati Productions for conceptualising and executing the campaign.
Known for its range of pure dairy products such as milk, ghee, paneer, and butter, Madhusudan combines North Indian traditions with a strong focus on quality. The film, now live across TV and digital platforms including Instagram Reels, blends slice-of-life humour with an emotional narrative inspired by everyday Indian moments. It aims to reinforce the brand’s core values of trust, discipline, and authenticity.
Speaking about the association, Shri Moolchand Agarwal, CMD, Madhusudan, said,
“Under our ‘Hindustan ka mann Madhusudan’ thought, we wanted a story that feels both real and aspirational. Akshay Kumar was a natural fit because, like our brand, he stands for discipline, consistency, and trust. As someone who believes in leading a disciplined and fitness-oriented life, I see this collaboration as an extension of the values we live every day at Madhusudan. Our vision is to take the brand to new heights in India and globally, and this film is a meaningful step in that journey.”
Supporting this vision, the leadership team, including directors Sandeep Agarwal, Amit Agarwal, Anurag Agrawal, and Akshay Agrawal, brings strong strategic thinking and a forward-looking approach, helping shape Madhusudan into a modern and trusted brand.
The core idea of the campaign was written by creative writer Shivil Gupta, whose observational storytelling approach shaped the thought “Hindustan ka mann Madhusudan.”
Shivil played a key role in adding depth and relatability to the narrative, drawing from everyday cultural nuances to craft a story that feels authentic and emotionally resonant. His focus on subtle human behaviours, along with refining the screenplay and dialogue, ensured a consistent tone that translates the brand’s essence into a simple yet impactful narrative
On the making of the TVC, Siddhant R. Tiwary, Founder and Director, Shree Ganpati Productions, said,
“From day one, we focused on honest storytelling. Built on a simple, powerful insight rooted in everyday Indian emotions Hindustan ka mann Madhusudan came to life. We kept it minimal, fewer lines, real reactions, and attention to the smallest details. Akshay sir mentioned that when he shared the concept with other director- producers, they responded very positively and particularly liked its realistic humour. That response reassured us that we were on the right track and that the story would connect with a wide audience.”
Director Siddhant R. Tiwary keeps the narrative focused on emotion, cutting unnecessary dialogue, allowing pauses to breathe, and encouraging actors to respond naturally on set. On the production side, the project was led by producers Aarushi Tiwary, Dinesh Banjara, and Sejal Gehlot, who played a key role in bringing the vision to life. The ensemble cast, including Sakshi Tanwar, Paresh Ganatra, Sanand Verma, and Sunita Rajwar, adds strong realism and memorability to the film.
The TVC is being rolled out across television, digital, and social media platforms, with extensions planned at retail touchpoints and on-ground activations to drive both reach and engagement. The film will serve as a central creative asset in Madhusudan’s integrated marketing push over the coming months.
