ITV

Tag: Parag Milk Foods

  • 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.
     

  • 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.

  • 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.

  • Parag Milk Foods appoints Sumit Jain as president of finance

    Parag Milk Foods appoints Sumit Jain as president of finance

    Mumbai: Parag Milk Foods Ltd, a manufacturer and marketer of dairy-FMCG products, is delighted to announce the appointment of  Sumit Jain as president of finance. With an established presence as a key player in the dairy industry, this strategic move underscores Parag Milk Foods’  dedication to nurturing top-tier talent and fostering the next generation of leaders who will guide the company’s future success.

    With an extensive background in financial management and a track record of success, Jain brings a wealth of expertise to the organization. A chartered accountant, Jain achieved All India Rank 18 in 2012 and All India Rank 22 in Cost  Accountancy in 2013. He was twice recognized as one of India’s top 40 CA’s under the age of 40 by the Institute of Chartered Accountants of India.

    Jain’s previous role as head of finance at Reliance Luxury Lifestyles (Reliance  Brands) provided invaluable experience in leading financial strategies for over 30  luxury brands, including Armani, Jimmy Choo, Coach, Balenciaga, Michael Kors, and  Bottega Veneta. He has also worked with Parle Agro, Britannia, and Bauli India  Bakes.

    In his new role, Jain will play a key role in driving the company towards new heights of financial success. His strategic vision and proven leadership capabilities will be pivotal in shaping the company’s financial strategies and ensuring sustainable growth.

    Commenting on the appointment, Devendra Shah said, “We are pleased to welcome Sumit Jain to our team as President of Finance. His exceptional track record and expertise in financial management will be instrumental in guiding our company towards achieving our strategic goals. We look forward to working together  with Jain to accomplish new milestones and drive continued success for Parag  Milk Foods.”

    Jain expressed his enthusiasm for joining Parag Milk Foods, stating, “I am honoured to be part of the journey with Parag Milk Foods and excited to contribute to its financial success. I look forward to collaborating with the talented team at  Parag Milk Foods and leveraging our collective strengths to achieve our objectives. 
     

  • Pride of Cows donates Ghee for the Ayodhya Ram Mandir ceremony

    Pride of Cows donates Ghee for the Ayodhya Ram Mandir ceremony

    Mumbai: Pride of Cows- Single Origin Milk brand of  Parag Milk Foods renowned for its unwavering commitment to premium quality dairy products made a substantial donation of premium ghee to The Tirumala Tirupati Devasthanams (TTD). This noteworthy contribution supports TTD’s initiative to provide  ‘Srivari’ laddus, each weighing 25 grams, for the consecration ceremony of the Ayodhya Ram Mandir. With a heritage of 300 years, the ‘Srivari laddu’ prasadam will be distributed among participating devotees and esteemed guests on 22nd January, this year.

    “We are delighted to contribute our premium ghee to The Tirumala Tirupati Devasthanams for the consecration of the Ayodhya Ram Temple, which will enhance the preparation of Srivari’s laddus. This is a testament to our dedication towards heritage and a goodwill gesture to the devotees at the Ayodhya ‘Pran Pratishtha’ event”,” said Parag Milk Foods chairman Devendra Shah.

    The Ayodhya Ram Temple holds immense significance for millions of people, and Pride of Cows is honoured to contribute high-quality ghee for the preparation of these laddus. This contribution reflects Pride of Cows’ commitment to giving back to the community and being an integral part of cultural celebrations. 

  • Parag Milk Foods’ Go Cheese Joins ‘India’s Got Talent as a sponsor

    Parag Milk Foods’ Go Cheese Joins ‘India’s Got Talent as a sponsor

    Mumbai: Parag Milk Foods, the leading dairy company, is thrilled to announce that its renowned brand, Go Cheese, is now an official sponsor of the highly acclaimed talent reality show “India’s Got Talent”, which airs on Sony Entertainment Television. This strategic collaboration underlines Go Cheese’s commitment to engaging with diverse audiences, promoting creativity, and fostering a platform for exceptional talent.

    “India’s Got Talent” has garnered widespread acclaim for its modern and vibrant approach to identifying unique talent, from across the length and breadth of the country. This aligns seamlessly with Go Cheese’s brand ethos as a fun and innovative dairy product that brings innovation to the table, much like the show does in the realm of talent discovery.

    Parag Milk Foods Ltd. head of marketing Tushar Nerkar commented, “We are delighted to associate Go Cheese with ‘India’s Got Talent.’ This collaboration reflects our commitment to celebrating uniqueness and creativity, values that are intrinsic to both our brand and the show. We look forward to an exciting journey ahead as we support and encourage exceptional talent together. This strategic alliance resonates with the brand’s broader narrative and mission to connect with consumers at an emotional level. with the positive emotions evoked by the show, Go Cheese is poised to establish a deeper and more meaningful connection with its audience.”

    This sponsorship signifies a notable advancement in Go Cheese’s content-focused impact marketing strategy. With the intent to enhance visibility and awareness, especially in tier one and two towns, this collaboration will strengthen the brand’s engagement with its intended audience while seamlessly aligning with its overarching goals.

  • Parag Milk Foods’ Gowardhan Ghee partners with KBC 14

    Parag Milk Foods’ Gowardhan Ghee partners with KBC 14

    Mumbai: Gowardhan Ghee from the house of Parag Milk Foods has collaborated with Sony Entertainment Television’s show Kaun Banega Crorepati Season 14 to launch its new communication initiative, #GARVSEGOWARDHAN.

    The campaign kicks off across multiple consumer touch-points, such as television, out-of-home, digital, and experiential activations. It is an attempt to convey the mutual feeling of pride felt by millions of customers, farmers, and the Parag Milk family.

    Following this partnership, whenever a contestant on the hot seat reaches the second “Padaav” of the game, i.e., wins a minimum of Rs 3.20 lakh, they will also attain the prize of yearly supplies of Gowardhan Ghee.

    Host Amitabh Bachchan will mention “Gauravshali Uphar,” which adds to the contestants’ achievements. This association is a step towards celebrating the brand’s purity while embracing its glorious years in the market.

    Commenting on the collaboration, Parag Milk Foods senior vice president strategy, sales, and marketing Akshali Shah said, “Associating with Kaun Banega Crorepati is a logical extension of our brand and product category Gowardhan ghee, as traditionally ghee has been considered a brain tonic for memory enhancement. It is said to promote all three aspects of mental functioning-learning, memory, and recall—which are essential to performing well on the hot seat. We are also very thrilled with this association as the legendary Amitabh Bachchanji serves as the host. His charming personality and humility bring an unwavering fanfare to this game show. It has a successful track record of reaching a captive audience, delivering stupendous results, and garnering favourable reviews across India. The mention of “aapko milta hai Gowardhan Ghee ki taraf se Gauravshali uphar” by Amitabh Bachchan ji has enormous appeal and would aid in extending our pride in #GARVSEGOWARDHAN to the next level.”