MUMBAI: Paras‘s history reflects back to 1960, when the procurement of milk started with 60 liters of milk. The first unit was established in 1987 under the name – VRS Foods. As of today, Paras caters to the Delhi NCR region, Uttaranchal (Rishikesh/Haridwar/Dehradun), Meerut, Aligarh, Lucknow, Kanpur and Mumbai.

As a part of strengthening its brand positioning in the market, the brand recently launched a new campaign titled ‘Jeene ka swad‘, created by Rediffusion-Y&R to bolster the image of the brand as an enabler of happy and healthy experiences in people‘s lives.

Different brands occupy different mind spaces. The brand idea for Paras comes from having a positive outlook towards life. Paras is associated with nourishment, positivity, health, and growth. The television commercial features a team of six-year-old kids who have not scored a goal, ever, in a game of soccer. However, the kids are just too happy playing the game itself to care too much. The film charmingly shows them offering excuses for why they think they have not yet scored a goal. And it ends with a female voiceover that says Jeetne mein nahin Jeene main swad hai (it‘s not winning but living well that is the real taste of life).

Advertisement

While ideating the commercial, Rediffusion-Y&R examined the foundations of this thought: As kids growing up in India, we are under immense pressure to perform in multiple arenas of life.Parents are also increasingly inflicting upon their children the mindset of “winning is everything.” Paras saw this as creating negativity, harming the psychology and self-esteem of younger children, creating an immense fear of failure among them. Hence, Paras as a brand wanted to push the idea of building a positive generation, where kids know how to handle both success and failure, where parents don‘t treat their kids as achievement machines. Hence, the core thought of the milk campaign was “Jitne mein nahi jeene me swaad hai.” In other words, Paras wanted to associate with the overall health and psychology of younger children.

Rediffusion-Y&R, ECD & NCD, Chraneeta Mann said, “Our task was pretty much to help Paras reinforce its status as a trusted brand for more than 50 years. We believed that this trust was earned on the basis of the years of happiness and health that Paras Dairy products helped parents achieve in the lives of their families. So, we believed that the role of Paras Dairy was significant as a source of nourishing food that provided energy, vitality, and strength. We wanted to address the health and wellbeing of families, especially children. So we chose a positive story about a world that is rich with life experiences, not a world of winners and losers. That was the genesis of the campaign idea.

“”We need to move away from the constant pressure to stay ahead and the anxiety, depression, and fear of failure that it creates among our children. Let‘s let our children just be. Healthy, happy kids,” continued Chraneeta.

Advertisement

The TVC primarily targets – Women aged above 35 years of age and working women who have kids. The secondary target is kids. The campaign will comprise print, outdoor, and radio adaptations as well. The brand has allocated 60 per cent of their budget on television spend in all markets. 20 per cent of the total marketing spend would be allocated to Delhi for the OOH brandings, opening up of Paras outlets and BTL activations. 20 per cent of the total spend will be allocated to Lucknow and Mumbai (10 per cent respectively) for opening up of Paras outlets and BTL activations.

The creative team for this commercial comprises of ECD and copywriter Chraneeta Mann, business head Amrita Bhadury, marketing head Sanjay Sinha and Sumit who is the brand manager.

Advertisement