New Delhi: Ananda Dairy, a dairy brand, has renewed its creative mandate with Rasta, extending the partnership into its second year. The renewal follows a year of strong brand momentum driven by culturally rooted storytelling, high-impact campaigns, and consistent performance-led growth across digital platforms.
Rasta brings over 12 years of deep dairy-category expertise to the partnership, having previously played a foundational role in building Epigamia from its early brand stages into one of India’s most recognisable modern dairy brands. This category-led understanding has informed Rasta’s approach to Ananda – balancing mass relevance with contemporary, culture-first brand-building.
Over the past year, the collaboration has delivered tangible results. Ananda Dairy recorded a threefold increase in follower growth across social platforms, along with a 4.6% rise in engagement rates, reflecting deeper and more sustained audience connect.
Rasta has led several marquee initiatives for the brand, including a Guinness World Record–linked campaign, a high-visibility sports partnership with the UP Yoddhas, and Ananda’s ongoing role as a co-presenting partner on MasterChef India, one of the country’s most influential culinary properties. In parallel, the agency has overseen Ananda’s presence across major domestic and international trade platforms such as IITF (India International Trade Fair) and Gulfood (Dubai), ensuring consistency across consumer-facing and industry touchpoints.
The renewed mandate will see Rasta continue to focus on three strategic areas: cultural storytelling at scale through short-form and motion-led content; deeper brand narratives that connect Ananda’s legacy with its future ambitions; and performance-led creativity across social platforms, amplified through influencers and always-on digital campaigns.
Commenting on the renewal, Sumon Sen, Brand Lead, Rasta, said, “Ananda Dairy has been an important partner for us over the past year. This renewal reflects the trust and creative alignment we’ve built, and our shared belief in building brands that meaningfully participate in everyday culture.”
Kuber Chopra, Creative Director, Rasta, added, “Our experience building dairy brands like Epigamia has given us a strong lens on how food brands grow—from relevance to recall. With Ananda, the opportunity is to marry scale with sincerity, and year two allows us to push that creative ambition further.”
On the brand side, Dr. Radhey Shyam Dixit, Chairman & Managing Director, Ananda Dairy, said, “Over the last year, Rasta has demonstrated a deep understanding of our philosophy and the role we play in people’s lives. Their work has helped strengthen our brand connect across platforms.”
