Milk Mantra aims to bring about a ‘Paribartan’ in Odisha

24 Nov,2015

By A Correspondent


The choice a consumer makes in choosing pure milk can have a deep and widespread impact on rural farmer lives. This will have a dual impact – consumer families, especially children will get proper nutrition and the farmers will be economically impacted by getting the right price for the milk. Milk Mantra’s new TVC encourages consumers to make the healthy and right choice.


This initiative comes at a time when the sale of powder milk in Odisha amounts to Rs.1500 crore annually. Not only are a huge number of people in Odisha not having fresh and nutritious milk, none of this Rs.1500 crore reaches the farmers in Odisha as all of this milk powder comes from various developed states.


Milk Mantra preceded the TVC campaign with an extensive store and outdoor branding that laid the foundation that a campaign like “Paribartan” deserved. Odiya actor Kuna Tripathy has been associated with the brand for a long time, and has successfully added to the trust and reliability factor of the brand. In fact, the actor’s reputation for standing up for just and righteous causes complements Milk Mantra’s own principles and makes him the perfect brand ambassador to promote a healthy and pure lifestyle.


Highlighting the key messaging of the communication, Srikumar Misra, Founder, Milk Mantra, said, “Paribartan is aimed at bringing about a behavioural and attitudinal change in the dairy consuming habits of Odiya households. Milky Moo is truly pure and unadulterated and brings nutrition & nourishment to families. Dairy has the capacity to impact farmer lives in a sustainable way only when consumers exercise the right choice. With our Ethical Milk Sourcing, in 4 years we already have 35,000 farmers from Puri, Jagatsinghpur, Sambalpur & Bargarh districts and have established a fair and transparent payment system directly in farmer hands.”


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