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.
