Gowardhan Ghee launches new campaign ‘Pyaarka rang sunehra’

By A Correspondent

Parag Milk Foods has launched its new campaign ‘Pyaarka Rang Sunehra’. The campaign kicks off this festive season across multiple consumer touch-points such as television, out of home, digital and experiential activations.

The ad is driven to showcase the importance of cow ghee consumption in daily diet. The ad film covers various emotions in life linked through food and brings forth colours of love and how golden (yellow) colour is associated with cow milk.

Speaking about the campaign, Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd. said, “Our vision is to build the strength of cow ghee and own the leadership position in the ghee segment through category expansion. To attain this endeavour, our new campaign will help us build direct visual association of the category with the brand. The larger communication amplification through our 360-degree approach will talk about benefits of cow ghee and how it will cater to populous across genders, age  groups and demographics. We also want to change our focus from festive consumption to throughout the year consumption pattern.”

Sharing her opinion on the new brand communication, Akshali Shah, VP, Strategy Planning-Sales & Marketing, Parag Milk Foods Ltd. “Our flagship product Gowardhan Ghee is closest to pure ‘cow ghee’, it has built that trust and brand loyalty in the consumer’s mind. As one of the leading cow ghee brands in India, we aim to build the cow ghee category association through the yellow colour connecting to emotions of life.”

Hanoz Mogrelia, Senior Vice President & Executive Creative Director, JWT said, “It’s refreshing to see an idea that was presented in the pitch has come to life, in the very same way as it was envisaged. Moreover, the fact that the client backed this idea from day one made the process of making the film very smooth and enjoyable.”