MUMBAI: Pride of Cows, the flagship premium brand of Parag Milk Foods, which offers dairy products, launched its brand film today, highlighting its position in single origin milk. The film explores Parag’s Bhagyalakshmi Dairy Farm, showcasing Pride of Cows as India’s Single Origin Dairy brand.
The company explains that in an era where transparency and quality assurance have become non-negotiable for consumers, Pride of Cows is the first Indian premium dairy brand to champion the Single-Origin Milk concept. Pride of Cows added that it offers consumers transparency – delivering consistent quality from one dedicated farm, ensuring they always know the source of their milk.
Akshali Shah, executive director Parag Milk Foods 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 revolves around a young mother who serves the roles of both the central character and the narrator. Her journey leads her to discover the meticulous practices at Bhagyalakshmi Dairy Farm, ensuring the delivery of milk straight from the farm to her doorstep. The sensory voyage through the 1200-acre farm provides a glimpse into the lives of healthy cows, fostered by practices such that they have their own shades, mats to lie on, RO water and providing superfoods and nutritious fodder under the supervision of a team of global experts. The film even reveals quirky details, such as serenading the cows to exclusive music!
This culminates in delivering the freshest milk, enabling consumers to trace its origin back to its source. As the narrative unfolds, it becomes apparent that the mother is experiencing a dream, with the protagonist waking up to the delectable milk awaiting her at breakfast.
Samarth Shrivastava, founder, BelieveTrinity, the agency behind the campaign, 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 the company added are at the heart of the story; they are key decision makers for their family’s well being and key targets for Pride of Cows. The film strategically aims to resonate with this core audience, recognising mothers as key influencers in making healthy choices for their loved ones. It was integral for the brand to release this film at this time to showcase the fact that they have been true to the ‘one source-one promise’ even before it gained widespread popularity. The film looks to underscore the importance of milk’s origin and authenticity, reflecting the growing trend among today’s consumers who read the labels meticulously and prioritise products they view as genuine and trustworthy.
The brand film is now available on YouTube and the Pride of Cows website, offering consumers an immersive experience of Pride of Cows’ commitment to excellence and purity in every frame. In addition to the film, the brand recently launched Pride of Cows Whole Milk Powder for travellers and people on the go.
