Mumbai – Parag Milk Foods Ltd. has announced the launch of its festive campaign featuring a new TVC and DVC for its Gowardhan Khushiyan Mithai range. This premium range of sweets will be promoted through the film, which aired across all channels, marking the Dussehra celebration. This campaign emphasises the brand's commitment to purity and quality, following a successful pilot earlier this year in Pune, Nashik, and Ahmednagar, which is now expanding to multiple regions across India.
The festive season typically brings a surge in sweet consumption, with pre-festive sales showing a 55 per cent increase. The traditional packaged Indian sweets market was valued at Rs 6,000-7,000 crore in 2023. However, as demand peaks, consumers increasingly worry about the quality and purity of the sweets they purchase due to the heightened risk of adulteration.
The core message of the TVC, "Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye", highlights the importance of purity in every aspect of life—whether in devotion, offerings, or food. The commercial beautifully showcases a traditional pooja thali being set up, followed by the delicious Gowardhan Khushiyan sweets—Kaju Katli, Kesar Pedha, Malai Pedha, and Kaju Pista Roll—being generously made with pure Gowardhan Ghee, symbolising the authenticity and purity of these festive delicacies. The film concludes with the line, "This season bring home the purity of Gowardhan Khushiyan Mithai," urging consumers to choose sweets made with shatpratishat shuddh (100% pure) ingredients.
There is an increasing demand for transparency and purity in food, especially during the festive season when families celebrate with sweets," said Parag Milk Foods Ltd executive director Akshali Shah. "Reports of adulterated mithai have raised concerns, and our latest campaign aims to address this by emphasizing our commitment to quality. We are proud to introduce Khushiyan Mithai, crafted with 100% pure Gowardhan Ghee, ensuring sweets that are not only delicious but also safe for consumption. As the festivities draw near, we offer a premium selection that upholds the highest standards of purity, allowing families to celebrate with purity. For us, purity is not a luxury but a standard that should be upheld, especially in our cherished traditions."
"We understand the deep emotional connection Indians have with sweets, especially during festivals," added BelieveTrinity founder Samarth Shrivastava, the agency behind the new campaign. "Many times, we are unsure whether the Mithai that we buy has been made with 100% pure ingredients, our campaign assures consumers that with Gowardhan Khushiyan Mithai, they're bringing home not just sweets, but a promise of purity and tradition.
The TVC and DVC are now live and will be aired across regional TV channels and digital platforms in Maharashtra, Gujarat, and Delhi NCR, reaching the right target audience The film is also available for viewers nationwide on YouTube.
Consumers can conveniently purchase Gowardhan khushiya Mithai through major online platforms, including Amazon, Flipkart, and quick-commerce services like Blinkit in Mumbai, Pune, Ahmedabad, and Delhi NCR, making it easier to bring the taste of pure celebration home this festive season.
