ITV

Tag: Akshali Shah

  • Say cheese as Go joins Super Dancer 5 to celebrate mums and kids

    Say cheese as Go joins Super Dancer 5 to celebrate mums and kids

    MUMBAI: Lights, camera, cheddar! India’s beloved dairy darling Go Cheese has found its perfect dance partner in Super Dancer Chapter 5, Sony Entertainment Television’s homegrown reality blockbuster. The association, announced mid-season, promises a mix of cheesy indulgence and heartfelt family entertainment.

    Premiering 19 July, the fifth chapter of the hit franchise has already been trending with its unique theme celebrating the bond between mothers and children, a narrative that fits like mozzarella on pizza with Go Cheese’s family-first ethos. Just as mums are the ultimate cheerleaders for their kids on stage, Go Cheese champions everyday family moments at the dining table.

    The season is packed with high-octane performances, emotional narratives, and pint-sized prodigies who have already gathered fan armies on social media. Now, with Go Cheese in the mix, viewers can expect branded challenges, snackable content, and clever product integrations designed to showcase how cheese can transform both family meals and living-room celebrations.

    “Go Cheese has always been about bringing families together through taste and shared moments. Our association with Super Dancer Chapter 5 is a natural extension of our bond with modern families, especially mothers who nurture talent and celebrate uniqueness,” said Parag Milk Foods Ltd executive director Akshali Shah.

    The partnership also highlights Go Cheese’s ongoing mission to stay relevant in pop culture through engaging storytelling. From Sonyliv streams to living-room screens across India, the collaboration makes sure the brand is as much a part of the evening as the applause, the tears, and the dance-floor thrills.

    For audiences, it’s a season where twirls meet tangy cheese slices, and every performance promises not just a standing ovation but a slice of something deliciously familiar.

  • Pride of Cows campaign urges consumers to question their milk source

    Pride of Cows campaign urges consumers to question their milk source

    MUMBAI: When was the last time you questioned what’s really in your morning glass of milk? Pride of Cows wants you to ask loudly, publicly, and with purpose. In a bold moo-ve to reshape how Indians think about their daily dairy, Pride of Cows has launched a high-impact phase of its campaign “What’s the Source of Your Milk?”, roping in Faye D’Souza, Jatin Sapru, and Kamiya Jani to stir the conversation.

    At a time when food labels are slicker than the supply chains behind them, the brand is doubling down on radical transparency. Unlike most dairy players that rely on fragmented third-party networks, Pride of Cows sources milk exclusively from its own state-of-the-art farm near Pune. Here, over 5,000 cows are raised with global best practices, and milk is extracted through a fully automated, contactless system then delivered straight to consumers via a direct cold-chain, ensuring zero human touch from udder to doorstep.

    To take this message of traceability to the mainstream, Pride of Cows has tapped credible and familiar voices across media. Faye D’Souza, known for her no-nonsense journalism, lends gravitas to the campaign’s call for consumer awareness. Jatin Sapru, the ever-affable face of Indian sports broadcasting, adds relatability for modern families. Meanwhile, Curly Tales’ Kamiya Jani amplifies the brand’s journey through snackable content that blends storytelling with behind-the-scenes glimpses of farm life.

    “Consumers today want to know more than just what’s in their milk, they want to know where it comes from,” said Parag Milk Foods Ltd executive director Akshali Shah. “This campaign is about restoring trust in a category that’s long been clouded in mystery.”

    Backed by a 360-degree media rollout including print, digital, influencer collaborations, and immersive content, the campaign cuts through the clutter with one bold question: Are you drinking milk, or just marketing?

    With over 20,000 plus testimonials, a loyal premium consumer base, and growing urban curiosity around clean eating, Pride of Cows isn’t just selling milk, it’s bottling a belief system.

    In a world obsessed with food trends, this is a back-to-basics call to clarity. Because sometimes, asking where your milk comes from might just be the most nourishing question of all.

  • Parag Milk Foods elevates Nitin Kanodia to lead the brand’s growth sprint

    Parag Milk Foods elevates Nitin Kanodia to lead the brand’s growth sprint

    MUMBAI: Parag Milk Foods has flexed some serious in-house muscle by elevating Nitin Kanodia as business head of Avvatar, its homegrown sports and active nutrition brand. The move signals the dairy major’s commitment to backing internal talent as it doubles down on India’s protein boom.

    A chartered accountant by training, Kanodia switched lanes from finance to marketing with impressive flair. Over the past few years, he has played a pivotal role in transforming Avvatar from a niche product into a heavyweight challenger to global protein brands, without compromising on desi pride or performance.

    Reflecting on his appointment, Kanodia shared, “It has been an incredible journey — from decoding balance sheets to decoding the minds of modern consumers. Avvatar is not just a product; it’s a mission to bridge India’s protein gap with clean, effective, and trusted nutrition. I look forward to scaling this brand, strengthening consumer trust, and innovating across product formats.”

    Parag Milk Foods executive director Akshali Shah added, “At Parag, we believe individual growth drives organisational success. Our culture values performance, empowers potential, and encourages cross-functional evolution. Nitin’s progression from finance to marketing to leading Avvatar exemplifies this. We remain committed to balancing external talent with nurturing internal leaders, building a future-ready organization driven by entrepreneurship, agility, and accountability.”

    With a rising appetite for clean-label, high-protein products, Avvatar is well-placed to ride the next wave of India’s wellness movement. Under Kanodia, expect the brand to go full throttle and muscling into more shelves, gyms, and breakfast routines nationwide.
     

  • Avvatar Protein partners with Spartan

    Avvatar Protein partners with Spartan

    Bengaluru – Avvatar Protein, a subsidiary of Parag Milk Foods Ltd., announced a strategic partnership with Spartan. With over 250 events held annually across more than 40 countries, Spartan inspires over one million participants each year to push beyond their limits. Through this collaboration, Spartan’s endurance challenges will now be introduced to Indian audiences, with the first event set to launch in Bengaluru on 10 November.

    This partnership comes at a time when more Indians are prioritising their fitness. According to the International Health, Racquet & Sportsclub Association (IHRSA), India had approximately 3.5 million gym members in 2019, with that number projected to grow at a compound annual growth rate (CAGR) of 9.3 per cent from 2020 to 2024. The activation plan includes a dynamic sampling program across 75 premium gyms and nine outdoor run clubs (three per city) in Bengaluru, Pune, and Noida, directly engaging an estimated 3,000-4,000 fitness enthusiasts.

    To amplify this grassroots engagement, Avvatar will collaborate with Spartan influencers, who will create compelling content across various social media platforms. On race day, Avvatar will enjoy prominent visibility through five key branded areas, including the entry gate, start and finish arches, dedicated experience zones, and obstacle areas. This integrated strategy ensures maximum brand exposure, both on the ground and digitally, with content shared across Avvatar’s and the influencers’ social media channels to engage the broader Spartan community.

    This partnership is further elevated by the Champs Foundation, founded by former Indian cricketer  Sunil Gavaskar, which has brought Spartan to India through PMG. Adding star power to the collaboration is Bollywood actor Siddharth Malhotra as brand ambassador, whose commitment to fitness and personal transformation embodies the spirit of both Spartan and Avvatar.

    This partnership represents a perfect alignment of values and vision,” said Parag Milk Foods Ltd executive director Akshali Shah. “Spartan’s commitment to pushing boundaries in endurance sports mirrors Avvatar’s dedication to providing premium nutrition that enables peak performance. Our 100% vegetarian whey protein, packed with nine essential amino acids, is designed to support athletes through every challenge they face – from training to race day. Together with Spartan, we’re not just sponsoring an event; we’re fueling a movement that empowers Indians to achieve their ultimate potential.”

  • Pride of Cows unveils brand film on single-origin milk

    Pride of Cows unveils brand film on single-origin milk

    Mumbai: Parag Milk Foods’ flagship brand Pride of Cows launched its brand film, emphasising its leadership in single origin milk. The film highlights Parag’s Bhagyalakshmi Dairy Farm, showcasing Pride of Cows as India’s exclusive single origin dairy brand.

    As the first Indian premium dairy brand to promote the single-origin milk concept, Pride of Cows offers consumers transparency by providing consistent quality from one dedicated farm, ensuring they know the source of their milk.

    Parag Milk Foods executive director Akshali Shah said, “Consumers today are more conscious than ever about the quality and origin of the food they consume. Single-Origin Milk is our way of providing absolute transparency in this process. Unlike conventional milk sourced from multiple locations, Pride of Cows comes from a single farm, ensuring a level of purity, quality, and traceability unmatched in the industry. This commitment to one source, one farm and one breed is integral, especially in today’s time, where authenticity is critical. The film is a celebration of this dedication to excellence and our farm’s ability to deliver an experience like no other.”

    The narrative follows a young mother who is both the central character and narrator. Her journey leads her to Bhagyalakshmi Dairy Farm, where she discovers practices that ensure pure, fresh milk is delivered directly to her home. The sensory experience of the 1,200-acre farm showcases healthy cows, cared for with shades, mats, RO water, and nutritious fodder under global experts’ supervision. The film highlights unique details, such as serenading the cows with special music. This results in delivering fresh milk, allowing consumers to trace its origin. Ultimately, the mother wakes from a dream to find delicious milk waiting for her at breakfast.

    The agency behind the campaign, BelieveTrinity founder Samarth Shrivastava said, ‘Working with the Pride of Cows team and the facilities at Bhagyalakshmi Farms was a pleasure. The level of care and attention to detail shown at the farm reflects in the product itself, which we’ve tried to showcase in the film. Viewers will be captivated by the farm’s story, the stunning visuals, and the message of pure, traceable milk from one single source.”

    Indian moms are central to the story, serving as key decision-makers for their family’s wellbeing and primary targets for Pride of Cows. The film aims to connect with this audience, recognising mothers as influencers in making healthy choices. Releasing the film now emphasizes the brand’s commitment to the ‘one source-one promise’ concept, which they upheld even before it became popular. The film highlights the importance of milk’s origin and authenticity, reflecting a trend among consumers who carefully read labels and prioritise genuine products.

    The brand film is available on YouTube and the Pride of Cows website, providing an overview of the brand’s commitment to quality and purity. Additionally, the brand launched Pride of Cows whole milk powder, a convenient option for travelers and those on the go. The brand invites everyone to celebrate the Pride of Cows legacy, where every drop is ‘Milk Full of Love,’ representing nourishment from farm to home.

  • Gowardhan Sweets launches TVC and DVC campaign

    Gowardhan Sweets launches TVC and DVC campaign

    Mumbai – Parag Milk Foods Ltd. has announced the launch of its festive campaign featuring a new TVC and DVC for its Gowardhan Khushiyan Mithai range. This premium range of sweets will be promoted through the film, which aired across all channels, marking the Dussehra celebration. This campaign emphasises the brand’s commitment to purity and quality, following a successful pilot earlier this year in Pune, Nashik, and Ahmednagar, which is now expanding to multiple regions across India.

    The festive season typically brings a surge in sweet consumption, with pre-festive sales showing a 55 per cent increase. The traditional packaged Indian sweets market was valued at Rs 6,000-7,000 crore in 2023. However, as demand peaks, consumers increasingly worry about the quality and purity of the sweets they purchase due to the heightened risk of adulteration.

    The core message of the TVC, “Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye”, highlights the importance of purity in every aspect of life—whether in devotion, offerings, or food. The commercial beautifully showcases a traditional pooja thali being set up, followed by the delicious Gowardhan Khushiyan sweets—Kaju Katli, Kesar Pedha, Malai Pedha, and Kaju Pista Roll—being generously made with pure Gowardhan Ghee, symbolising the authenticity and purity of these festive delicacies. The film concludes with the line, “This season bring home the purity of Gowardhan Khushiyan Mithai,” urging consumers to choose sweets made with shatpratishat shuddh (100% pure) ingredients.

    There is an increasing demand for transparency and purity in food, especially during the festive season when families celebrate with sweets,” said Parag Milk Foods Ltd executive director Akshali Shah. “Reports of adulterated mithai have raised concerns, and our latest campaign aims to address this by emphasizing our commitment to quality. We are proud to introduce Khushiyan Mithai, crafted with 100% pure Gowardhan Ghee, ensuring sweets that are not only delicious but also safe for consumption. As the festivities draw near, we offer a premium selection that upholds the highest standards of purity, allowing families to celebrate with purity. For us, purity is not a luxury but a standard that should be upheld, especially in our cherished traditions.”

    “We understand the deep emotional connection Indians have with sweets, especially during festivals,” added BelieveTrinity founder Samarth Shrivastava, the agency behind the new campaign.  “Many times, we are unsure whether the Mithai that we buy has been made with 100% pure ingredients, our campaign assures consumers that with Gowardhan Khushiyan Mithai, they’re bringing home not just sweets, but a promise of purity and tradition.

    The TVC and DVC are now live and will be aired across regional TV channels and digital platforms in Maharashtra, Gujarat, and Delhi NCR, reaching the right target audience The film is also available for viewers nationwide on YouTube.

    Consumers can conveniently purchase Gowardhan khushiya Mithai through major online platforms, including Amazon, Flipkart, and quick-commerce services like Blinkit in Mumbai, Pune, Ahmedabad, and Delhi NCR, making it easier to bring the taste of pure celebration home this festive season.

  • Go Cheese collabs with Bigg Boss season 18

    Go Cheese collabs with Bigg Boss season 18

    Mumbai: Parag Milk Foods’ brand Go Cheese has announced its collaboration with Bigg Boss season 18. This partnership will see Go Cheese integrated into the daily lives of contestants within the iconic Bigg Boss house, showcasing the brand’s diverse range of cheese products in a dynamic and engaging setting.

    As part of the collaboration, Go Cheese will have a dedicated space called the ‘Greed Corner’ inside the Bigg Boss house, where contestants will indulge in Go Cheese products. This integration not only amplifies visibility throughout the 107-day season, but also ensures that the brand remains top-of-mind for viewers at home. Additionally, exclusive hampers filled with a wide range of Go Cheese products will be offered to the housemates.

    Parag Milk Foods executive director Akshali Shah expressed her enthusiasm for the partnership, stating, “Collaborating with Bigg Boss presents an exciting opportunity for us to showcase our products in a highly engaging and memorable way. By integrating Go Cheese into the everyday lives of both contestants and viewers, we aim to highlight our offerings across diverse culinary experiences. This collaboration marks another successful venture with a popular reality show on a general entertainment platform, reaffirming our commitment to engaging audiences across India.”

    “Bigg Boss’ popularity across television, digital and social media ensures that our partner brands enjoy unparallel reach and engagement across consumer demographics and content distribution platforms. Additionally, through our smart integrations we ensure that the brand is seamlessly woven into the storytelling of the show, thereby greatly reducing ad-fatigue and ensuring the saliency of brand messaging,” Viacom18 head – network sales, Mahesh Shetty said adding “ We’d like to welcome Go Cheese to their inaugural Bigg Boss as our first ever cheese category partner.”

    As Bigg Boss continues to connect with audiences across both urban and rural markets, this partnership signifies a pivotal moment in Go Cheese’s mission to deliver distinctive food experiences, driving substantial growth during and beyond the collaboration period.

  • SET partners with Gowardhan Ghee for ‘Kaun Banega Crorepati 15’ Khushiyonwali Diwali episode

    SET partners with Gowardhan Ghee for ‘Kaun Banega Crorepati 15’ Khushiyonwali Diwali episode

    Mumbai: Gowardhan Ghee, one of India’s most trusted and beloved ghee brands, is pleased to announce a remarkable initiative in celebration of Vasubaras, preceding Diwali. In partnership with Sony Entertainment Television’s acclaimed reality quiz show, Kaun Banega Crorepati, Gowardhan Ghee has pledged to contribute 100 litres of their finest desi cow ghee for every correct answer in the Khushiyonwali Diwali episode, while the channel has pledged 100 kgs of rice and 100 kgs of wheat for every right answer in the account of Roti Bank Foundation. Started by a teacher in Bihar, named Ravi Shankar Upadhyay, the Roti Bank Foundation’s purpose is to eradicate malnourishment and hunger by providing quality food and nutrients to the needy. With this vision, today, over 200 people cook food in the ‘Maa Annapurna Community Kitchen’ every day and transport the same to multiple places.

    Roti Bank Foundation founder Ravi Shankar Upadhyay expressed his gratitude for the generous contribution, stating, “We are truly appreciative of Sony Entertainment Television and Gowardhan Ghee’s commitment to making a difference in the lives of those who require it the most. The “1800” kgs of rice, wheat and ghee each will help us provide wholesome meals to countless individuals, creating a brighter Diwali for all.”

    Gowardhan Ghee has always been committed to quality, purity, and the well-being of its consumers, and this initiative aligns seamlessly with their values. By giving ghee to those in need, they are not only sharing the richness of their product but also spreading warmth and joy during this festive season.

    Gowardhan Ghee executive director Akshali Shah expressed her enthusiasm for this unique initiative, saying, “Vasubaras is a day that holds great significance for families across India. We are happy to contribute to the joy of this day by making a meaningful donation on Kaun Banega Crorepati. We hope that this gesture inspires others to give back to their communities as well.”

    Kaun Banega Crorepati highlights the stories of the common man and their determination to win in life by participating in this prestigious gameshow. Speaking about how Sony Entertainment Television is celebrating the festival of lights in a meaningful way with its weeklong ‘Desh Ki Diwali’ episodes, each day representing a new cause and new theme, Sony Entertainment Television, Sony SAB, PAL and Sony MAX Movie Cluster business head Neeraj Vyas said, “We believe in fostering connections, and KBC is a format that unites us all, providing wholesome entertainment for families across the nation. Sony Entertainment Television and Gowardhan Ghee will together prove the power of collective efforts and contribute significantly to the noble cause of the Roti Bank Foundation, echoing the true essence of ‘Khushiyonwali Diwali’ in this episode, making the festivities brighter and more meaningful for everyone involved. This initiative further exemplifies our commitment to not only entertain but also create a positive impact on society. “

    Tune in to watch Kaun Banega Crorepati Season 15, every Monday to Friday at 9.00 PM, only on Sony Entertainment Television.