MAM
Paras reinforces a legacy of purity and trust with a new campaign, Asli Bharosa Asli Ghee
Mumbai: Paras has been synonymous with purity and trust in the dairy and culinary industries for over six decades. Since its establishment in 1960, it has garnered unwavering customer confidence by providing farm-fresh dairy products that have become household staples. The “Asli Bharosa Asli Ghee” campaign signifies a dedication to honesty and purity in the nation where values are the top priority. In addition to enhancing the flavours of the dishes, Paras Ghee also serves as a versatile addition to our well-being journey, enriching skin, hair, and overall health with essential nutrients. It aids in growth for the young and vitality for the elderly, turning every meal into a nutritional powerhouse. “Asli Bharosa Asli Ghee” is more than just marketing; it’s a heartfelt promise of good health for all ages.
Chef Harpal Singh Sokhi, a renowned figure in fine dining, known for his award-winning restaurant “KARIGARI – Handcrafted Bistro” and unwavering commitment to culinary innovation, joined hands with Paras Ghee due to their shared values of authenticity and purity. He encapsulates his experience of connecting with Paras by adding, “This is not just a ghee but asli ghee that I have been using and trusting for ages as it brings the best flavour to my dishes. I am delighted to be associated with a brand that has been every mom’s favourite trusted for ages.”
Paras Dairy CMO VPS Malik shared, “We hold high esteem that our brand is chosen by a veteran Chef Harpal Singh Sokhi who is known for bringing health and happiness to our lives for ages. It is a testament to the enduring quality and trust Paras represents in the world of dairy. We are extremely excited about the remarkable journey ahead and promise to keep elevating the culinary experiences of our patrons with Chef Harpal Singh Sokhi’s exceptional culinary expertise.”
In conclusion, Paras Ghee’s enduring legacy of purity and trust aligns seamlessly with Chef Harpal Singh Sokhi’s culinary expertise, forging a potent alliance. The “Asli Bharosa Asli Ghee” campaign embodies shared values, heralding a future of culinary excellence and purity. It’s not an alliance but a dedicated commitment to delivering superior taste, nourishment, and wholesomeness for every age group.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
