MAM
Parag Milk to launch ‘Go cheese’ campaign by November-end
BANGALORE: Dairy and milk food products manufacturer Parag Milk Foods (Gowardhan) plans to launch an aggressive campaign for promoting its main staple – cheese – by the end of this month, said company sources.
The company’s ATL activities include television, radio in metro cities, print and outdoor. Its BTL initiatives include sampling at outlets, mainly modern retail.
“This will be our second push this year across all media including national, kids and regional television mediums. It should commence by by the end of this November,” revealed Gowardhan’s vice-president of marketing Rahul Akkara. “Our annual ad budgets are around Rs.100 million, and a major chunk of this goes towards the pushes that we have on television.”
The company also has a range of milk food products under the brand ‘Gowardhan’ manufactured out of its plant in Manchar in Maharashtra. It has a major presence in markets such as Mumbai and Pune.
Gowardhan also announced the launch of six flavors of ‘Go fruit n dahi’ yoghurt in the Bangalore market today.
“Our TG for the flavored yoghurts is the woman and the youth in the metos- it is a snack that one can have on the go,” said Akkara. “Since the ‘Fruit n Yoghurt’ is more of a metro centric prodcut, our mass media communications will be mainly on outdoor, local print and radio mediums in Bangalore. Once our new diary in Andhra Pradesh starts production, we will be targeting other cities such as Mysore, Chennai, Hyderabad, etc.,” he added.
Initially Gowardhan’s flavored yoghurt offering will be available in modern retail outlets. Once its expansion plans are complete, it intends to be present on the local grocery shop shelves.
Gowardhan pegs the current fruit and yoghurt market in India at 50 tons per month, with Mumbai accounting for 10 tons. The market is growing by around 30 per cent year on year.
Bangalore based Scion handles the creative and brand promotion duties for Gowardhan, while Karat handles the media buying.
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
