Mumbai: Dairy brand Aashirvaad Svasti by ITC celebrates World Milk Day with the campaign #AajDoodhPiyaKya, a question relevant to Indian homes, emphasising milk’s nutritional importance in the diet.
The campaign promotes milk consumption for children’s holistic development, recognizing kids’ aversion to milk and rallying family and friends to ensure they drink it daily with the common phrase “Aaj doodh piya kya?” This question, often asked by caring family, neighbors, and teachers, reflects genuine concern for children’s well-being. Aashirvaad Svasti acknowledges and celebrates all these well-wishers with a heart-warming film released on Youtube, Facebook and Instagram.
The film follows a young woman named Ria, who reminisces about being asked this question by her grandmother, security guard, neighbour, teacher, brother, and house help. The narrative seamlessly transitions from young Ria to present-day Ria, who continues the tradition by raising her glass of milk in honour of all the loved ones who have cared for her by asking ‘Aaj dhoodh piya kya?’. The film closes with a message encouraging everyone to #RaiseAGlassOfMilk to all those who have shown their affection through this simple question.
In addition to the film, Aashirvaad Svasti is also is hosting an online contest on Facebook (@SvastiMilkAashirvaad) andInstagram (@aashirvaad_svastimilk), inviting participants to upload photos of themselves raising a glass of milk in the honour of their caregivers and mentors, expressing gratitude, and sharing stories of being urged to drink milk in their childhood. Participants can use hashtags #AajDoodhPiyaKya #RaiseAGlassOfMilk to share their stories and photos.
Abhishek Mehrotra, Vice President & Head of Marketing – Dairy & Beverages ITC Ltd., said, “Milk has always been an integral part of our culture and daily lives, and the simple question ‘Aaj Doodh Piya Kya?’ is deeply rooted in the affection and care that our loved ones have shown us over the years. Through this campaign, we aim to celebrate and honour the countless caregivers – from mothers and grandparents to teachers and neighbours – who have ensured that we receive the goodness of milk every day.”
