ITC’s Aashirvaad Svasti recently launched a premium milk product, Aashirvaad Svasti Select Milk, in Kolkata. This comes with a unique offering ‘Doodher Report Card’ — a daily quality assurance report of the pack of milk that consumers would buy.
The unique facility can be availed by simply sending a message to the brand’s WhatsApp number 810-583-5222. Highlighting this unique offering, Aashirvaad has launched a new TVC that features popular TV show hostess and actress Rachana Banerjee as the brand ambassador. Through this ad film, Banerjee has helped put the spotlight on the importance of quality as well as taste of milk.
Operating in the traditional dairy segment, Aashirvaad Svasti Select Milk’s TVC campaign has a refreshing take on the critical subject of ensuring milk quality. The TVC is built around the premise of an adorable mother-child banter while discussing children’s academic performance and report cards. Brand ambassador Rachna Banerjee is seen playing mother to two sons. At the dining table, while pouring them a glass of milk each, she enquires about their report cards. The brothers immediately exchange a worried glance and attempt to wriggle out of the situation by inquiring where could they get a report card for the milk they are offered every day. To their amazement, Rachna Banerjee pleasantly shows Aashirvaad Svasti Select ‘Doodher Report Card’ on her mobile, which takes both kids by surprise. They quietly drink the delicious milk upon seeing the report card, followed by an expression of ‘Mother knows all’.
Sanjay Singal, Chief Operating Officer, Dairy and Beverages, ITC Limited, said, “The key take-home point in the TVC is the ease with which mothers can now check the daily quality report of Aashirvaad Svasti Select Milk within seconds. We are India’s first milk brand to provide a quality report of milk on a daily basis. The report can be very easily checked on WhatsApp once the consumer sends the batch number of their pack of milk. Rachna Banerjee is a household name in Kolkata with a strong affinity among women. By bringing her on board, we look forward to inculcating the habit of checking the quality of milk everyday among mothers and strengthen the connect with our audience.”
Sonali Khanna, Executive Director and Head of Office, Lowe Lintas, South, said, "Our task was to clearly communicate a unique message in a simple, yet entertaining manner. Linking Aashirvaad Svasti Select Milk’s Quality Assurance Report with a child's Report Card was the stroke of genius that delivered both. Great care was taken with scripting and casting, to ensure that the final product appealed to mothers and children alike.”
The film has been developed by Lowe Lintas, Bangalore.
Creative Team: Puneet Kapoor, Arpan Bhattacharyya,
Production House: Lucifer Circus
Director : Deepak Thomas