Major Indian dairy company, Parag Milk Foods has released a new ad for its Gowardhan ghee brand. The film is centred around the tagline ‘Pyaar Ka Rang Sunehra’ and explores how different relationships are strengthened with food.
Conceptualised by J Walter Thompson, the ad portrays different relationships; while in one frame a bride feeds her groom a spoonful of yellow rice in another a soldier shares home cooked food with his fellow soldiers.
The film features delicious food shots of the ghee as well as of the dishes it goes into.
Commenting on the new ad, Mahesh Israni the chief marketing officer of Parag Milk Foods 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.”
As well as placing a focus on its ghee, Parag Milk Foods has also launched new flavours of sliced cheese and Go Fresh cream.