MUMBAI: Private dairy company Parag Milk Foods has launched a digital ad film #prideofcowsanniversary which introduces the anniversary special limited edition label bottle of Pride of Cows designed by Gauri Khan.

The digital ad film is in tune with the brand’s strategy of providing milk that defines the edge of purity and high quality to people who believe in finer things of life and wish to lead a high-end lifestyle.

“Pride of Cows”, the flagship brand of Parag Milk Foods was introduced with a proposition of farm to home concept targeted towards customers seeking premium quality cow milk. The company also forayed into dairy-based beverages with the launch of “Topp Up” and “Slurp” - a mango drink with a dash of milk. Recently the company has also ventured into B2C segment for whey protein with the brand Avvatar – India’s first 100 per cent vegetarian whey protein, first of its kind manufactured in India.

The narrative draws upon the significance of minimalist geometric design set in white, black and gold reflecting the simplistic yet premium essence of the brand. The ad film showcases Khan’s creative expertise and natural flair for design. In the film, she is seen sketching out her vision for the label, seamlessly weaving innovation into abstract, adding a luxurious touch to the Pride of Cows bottle.

Weaving innovation into an abstract design, Khan beautifully wraps the golden pyramid into this exquisite design. Through this design label, she illustrates a quintessential blend of luxury and style. The limited edition bottle is a sign of elegance with newer silhouettes, which perfectly relates to the brand’s philosophy.

The campaign has been digitally launched with exciting teasers featuring her.

Parag Milk Foods senior vice president of strategy for sales and marketing Akshali Shah says, “With an idea of creating a design that mirrors our Pride of Cows strategy of providing premium milk to consumers who believe in leading a high quality life. We believe this collaboration with Gauri Khan is a perfect match. We have always been committed to satiating our consumers with finer and innovative products and are delighted to involve them in our seventh year celebration.”

Expressing her excitement, Gauri Khan adds, “Design comes with creativity and this was one of those times where I did not have to look for inspiration to wrap this white gold stunningly. It was a wonderful experience to design the Pride of Cows limited edition bottle. I am so thrilled to be a part of their seventh anniversary celebration.”

Highlighting the thoughts behind the ad film, Bottomline Media managing director Tanaaz Bhatia mentions, “The digital ad film captures the sentiments of a designer when creating a piece that need to reflect the true essence of a brand. The film features Gauri Khan, where she is seen ideating and sketching, slowly shaping the vision for the Pride of Cows label. The idea was to capture Gauri’s thought and creativity behind designing the limited edition bottle. Milk is pure white and the label designed by Gauri with its beautiful abstract pyramids in black, white and gold seamlessly tie back to the premium-ness of the brand and its message to elevate your everyday milk-drinking experience.

Under brand Gowardhan, the company offers traditional products like ghee, dahi, paneer etc. while under brand name Go, offers products like cheese, UHT milk, chaas, lassi, yoghurt etc.