Mumbai: m/SIX, GroupM’s youngest outcome-based agency has bagged the digital media mandate for Parag Milk Foods. The account will be handled out of m/SIX’s Mumbai office.
The mandate includes paid search, display, video, OTT, programmatic & e-commerce duties and the agency will drive a through-the funnel digital strategy, ensuring an effective and efficient digital brand experience.
m/SIX India’s senior vice president and head Saket Sinha said, “This win showcases m/SIX’s digital expertise and the client’s belief in us. With our proficiency and our DNA ‘Xcellerator’, our teams will further drive the brand’s success. The dairy FMCG space has seen phenomenal growth and evolution and with our business growth and consumer-centric approach, we will ensure to deliver successful brand and business results for Parag Milk Foods.”
Talking about the collaboration, Parag Milk Foods senior VP – strategy, sales & marketing, Akshali Shah said, “The Indian dairy industry is growing consistently and is transforming at a great pace. Keeping in mind the evolving consumer preferences, Parag Milk Foods is not only keeping up with this acceleration but emerging as a pioneer through its various product offerings. In the new normal, every brand needs to adopt a different approach to brand building and innovation, which is why we see m/SIX as a strategic partner that understands our brand and our vision to further meet our marketing goals.”
Parag Milk Foods is the one of the leading private dairy FMCG companies with a pan India presence and brands like Gowardhan, Go Cheese, Pride of Cows and Avvatar.
MUMBAI: Satiating the cheese cravings of millions of people, Parag Milk Foods one of India’s leading private dairy company today announced the launch of a new GO Cheese campaign#HarTastyCheezMeinGOCheese. The TVC narrates a story of cheese lovers enjoying the delightful and happy moments with the type of cheese that suits their palate.
The new campaign is an effort to educate consumers on Go Cheese being the key ingredient in most loved dishes like pizza, fries and street sandwiches, which is being consumed almost every day out of home at various QSRs & hotel chains.The campaign resonates with the business objective of the brand which is to increase its reach from QSR restaurant to the homes, as everyone has tried Go cheese somewhere outside. It connects with consumers by highlighting how Go Cheese makes all their favourite meals tastier by being present in them in different ways and styles like grated, sliced, dip/sauces.
The TVC emphasizes on storytelling with three generations who areenjoying everyday moments with their favourite food.The film opens with a conference room where a young woman is seen savouring a pizza slice with happiness from her favourite white and blue coloured box. It shifts towards a happy kid as he wholeheartedly dips his French fries in a bowl full of melted cheese dip and enjoys it to his fullest. The video ends capturing a heart-warming scene where the face of an old man lights up as the cheese from his sandwich he is busy munching on melts in his mouth with every bite. The film ends revealing ‘Har Tasty Cheez Mein GO Cheese’, be it grated, sliced or shredded.
The #HarTastyCheezMeinGOCheese campaign reinforces Go Cheese as metaphor for tasty food. The brand has always been known to understand the changing demands of its consumers by constantly innovating and creating unique variants of cheese.
Commenting on the launch of the new campaign, Akshali Shah, Senior VP, Strategy,Sales & Marketing, Parag Milk Foods Ltd. said,“Go Cheese is India’s 2nd largest cheese brand. We understand our consumers’ taste preference and therefore we have innovated over 60+ cheese variants. We are the largest suppliers of cheese to major QSR (Quick Service Restaurants)and through this TVC, we are just starting to create conversations on Go Cheese being the common ingredient in all your favourite tasty snacks. We are confident that the campaign will resonate well with all food lovers.”
Commenting on this, Samarth Srivastava, Sr. VP & EBD and HanozMogrelia, Sr. VP & ECD, Wunderman Thompson Mumbai said, “We deliberately chose three different generations consuming delicious food in three different scenarios… so that the main idea landed better when it was revealed that all three were consuming Go Cheese. We had a super clear brief and we have tried to make the film interesting. If there is one thing we want people to relate to after being exposed to this TVC, it is to know that there is #HarTastyCheezMeinGOCheese.”
It is a 360 degree campaign that will leverage mass-media on larger-than-life Outdoor sites in the core markets of Go Cheese. The campaign also leverages key social media platforms of YouTube, Facebook, Twitter and Instagram.
Go Cheese which goes by the tagline “Make it Amazing” is a marquee brand and the largest product portfolio from the house of Parag Milk Foods. It is one of a kind and is made from 100% cow’s milk. It boasts of the largest international quality cheese range and 60+ variants with the addition of a new unique variant called ‘Chocolate Cheese’.The company offers cheese in all forms, is also the largest supplier of cheese to not only hotels, restaurants, pizza chains, and street food stalls.
MUMBAI: Private dairy company Parag Milk Foods has launched a digital ad film #prideofcowsanniversary which introduces the anniversary special limited edition label bottle of Pride of Cows designed by Gauri Khan.
The digital ad film is in tune with the brand’s strategy of providing milk that defines the edge of purity and high quality to people who believe in finer things of life and wish to lead a high-end lifestyle.
“Pride of Cows”, the flagship brand of Parag Milk Foods was introduced with a proposition of farm to home concept targeted towards customers seeking premium quality cow milk. The company also forayed into dairy-based beverages with the launch of “Topp Up” and “Slurp” – a mango drink with a dash of milk. Recently the company has also ventured into B2C segment for whey protein with the brand Avvatar – India’s first 100 per cent vegetarian whey protein, first of its kind manufactured in India.
The narrative draws upon the significance of minimalist geometric design set in white, black and gold reflecting the simplistic yet premium essence of the brand. The ad film showcases Khan’s creative expertise and natural flair for design. In the film, she is seen sketching out her vision for the label, seamlessly weaving innovation into abstract, adding a luxurious touch to the Pride of Cows bottle.
Weaving innovation into an abstract design, Khan beautifully wraps the golden pyramid into this exquisite design. Through this design label, she illustrates a quintessential blend of luxury and style. The limited edition bottle is a sign of elegance with newer silhouettes, which perfectly relates to the brand’s philosophy.
The campaign has been digitally launched with exciting teasers featuring her.
Parag Milk Foods senior vice president of strategy for sales and marketing Akshali Shah says, “With an idea of creating a design that mirrors our Pride of Cows strategy of providing premium milk to consumers who believe in leading a high quality life. We believe this collaboration with Gauri Khan is a perfect match. We have always been committed to satiating our consumers with finer and innovative products and are delighted to involve them in our seventh year celebration.”
Expressing her excitement, Gauri Khan adds, “Design comes with creativity and this was one of those times where I did not have to look for inspiration to wrap this white gold stunningly. It was a wonderful experience to design the Pride of Cows limited edition bottle. I am so thrilled to be a part of their seventh anniversary celebration.”
Highlighting the thoughts behind the ad film, Bottomline Media managing director Tanaaz Bhatia mentions, “The digital ad film captures the sentiments of a designer when creating a piece that need to reflect the true essence of a brand. The film features Gauri Khan, where she is seen ideating and sketching, slowly shaping the vision for the Pride of Cows label. The idea was to capture Gauri’s thought and creativity behind designing the limited edition bottle. Milk is pure white and the label designed by Gauri with its beautiful abstract pyramids in black, white and gold seamlessly tie back to the premium-ness of the brand and its message to elevate your everyday milk-drinking experience.
Under brand Gowardhan, the company offers traditional products like ghee, dahi, paneer etc. while under brand name Go, offers products like cheese, UHT milk, chaas, lassi, yoghurt etc.
MUMBAI: Madison Media Infinity has bagged the media duties for Parag Milk Foods, the makers of Go and Gowardhan milk-based products like cheese, milk and ghee.
The incumbent agency on the account was Carat.
Madison Media and Platinum Media group CEO Gautam Kiyawat said, “We are delighted to add Go to our portfolio of clients and are confident of adding a lot of value to their businesses and starting a long and mutually beneficial relationship.”
Parag Milk Foods chairman Devendra Shah said, “We have partnered with Madison Media considering their strength and hopeful that their strength will definitely help us to draw our future growth path strategically.”
Madison Media has been winning accounts consistently this year with Dixcy Textiles, Enamor and Crompton Greaves added in their kitty of clients recently. The company‘s gross billing amounts to Rs. 30 billion and has clients like Airtel, Godrej, Cadbury, ITC, General Motors, Marico, McDonald‘s TVS, Britannia, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Domino‘s, Bharti Axa, MaxNewyork Life Insurance, Tata Salt, Acer, Dish TV, Times Television Network and Indian Oil.
