Lowe Lintas partners with Akshay to promote cattle feeding among farmers

India’s leading cattle feed brand, Kapila Pashu Aahar, has recently launched its latest brand communication with a multi-film campaign. Conceptualised by Lowe Lintas Delhi, the campaign starring Akshay Kumar aims to educate cattle farmers (pashupalaks) to feed their cattle ‘Kapila Pashu Aahar’, that provides the cattle proper nutrition and thereby helps maintain better fertility.

For centuries, cattle farmers used to feed fresh, green grass of all kinds to their cows and buffaloes. With the decrease in availability of fresh, green fodder, farmers were forced to take up alternate fodder. This gradual change in food habits of cattle, resulted in cattle not meeting their daily nutrition requirements. With alternative fodder options that came with adulteration and improper nutrition, this further led to reduced fertility in cattle, over many decades. This fill this need gap, is where Kapila Pashu Aahar was introduced.

While the brand has been the majority player in the country for years now, Lowe Lintas Delhi believed it was important to come up with communication that reached out to farmers, advising them to feed their cattle ‘Kapila Pashu Aahar’, that helps provide complete nutrition and thereby helps address the concern of fertility in cattle. To amplify the message and bring authenticity to the campaign, Akshay Kumar was the perfect fit given his advocacy for sustainable farming practices and animal welfare.

Speaking about the endorsement association, Akshay Kumar said “I’ve been told that Kapila Pashu Aahar keeps in mind the health of our cattle’s and is made with natural ingredients, using ethical practices and is number one cattle feed in India, so I liked the thought of this endorsement association, and I hope that it quickly becomes the world’s number one as well!”

Sharing her excitement about the campaign, Taru Shivhare, Director and Head of Marketing, Kamdhenu Cattle Feeds Pvt. Ltd., said “Our main motive behind this campaign is to prioritise on health and reproduction of cattle. It’s our duty as a feed manufacturer to educate the farmers on the importance of giving clean, unadulterated, quality feed which has a direct impact on timely byaant (fertility in cattle).”

And there is no other person who would make this campaign educational and memorable, other than Akshay Kumar! Many thanks to him for trusting us and associating with Kapila.”

Sharing more insights about the campaign, Vasudha Misra, Regional Creative Officer, Lowe Lintas Delhi said, “An exciting category to be dipping our toes in. The films come at the back of some stellar research and insight. Addition of Mr Akshay Kumar was the cherry on top to not only create trust and dependability with the brand but also to add the X factor in the films.  All credit goes to Mohit Arora and his team for this.”