Parag Milk Foods highlights the emotions of little kids in their TVC

Parag Milk Foods Limited, leading manufacturer of cow’s milk and cow’s milk products in India has launched a new ad film that plays on the reactions of kids towards cow’s milk. Cow’s Milk is a complete food and vital source of nutrients. Essential for children, it is a key ingredient for bones development and overall growth. However, over generations milk has faced constant hatred especially from children. The new film is an effort to communicate that there is an alternate yet interesting option to ensure children get these vital nutrients through Goodness of Cow’s milk which is now available as Cow’s Milk Paneer.

The film titled ‘Gowardhan Paneer- Rojana Ka Protein’ was conceptualized and created by JWT India, with the intention of reviving milk consumption habits of little kids.

Extensive consumer behaviour research conducted by Parag Milk Foods in partnership with JWT highlighted that coercing kids to drink milk is a daily struggle for most mothers. The ad film captures the emotions of children, each with their own streak of naughtiness. The brand communicates how paneer is an alternate source of protein for children and can be made into yummy treats that the little ones will love.  

Commenting on the launch, Akshali Shah, Senior VP, Strategy Planning-Sales & Marketing, Parag Milk Foods Ltd. said, The ad film is a take on daily challenges of a mother trying to feed the right nutrition to their kids. Observing the situation, we caught on to this insight and said that now cow’s milk protein is available in a tastier form - Gowardhan Paneer, made from 100% cow’s milk. Thus becoming the new superstar ‘Ab se roz cow’s milk protein…kha lo’. With the aim to communicate the message to larger audience, the brand took a 360 degree holistic approach for the campaign. With this launch, our vision is to build the strength of cow milk paneer and own the leadership position in the fresh paneer segment through category expansion.”

Hanoz Mogrelia, Executive Creative Director, JWT shared his comments, Doing a TV commercial from the point of view of a glass of milk was a really fresh take that creative team came up with. From getting rejected by kids as milk to getting appreciated by them as Paneer – it seems like a simple narrative. But was a really tough execution to pull off.”

“In a generic category, where people make paneer at home, or buy it from the local dairy, our main challenge was to find a USP that would make our packaged paneer stand out. Hence with our USP - Paneer made from 100% cow’s milk, which no other brand claims, coupled with a consumer insight that they are looking for healthier food alternatives, we came up with the idea of ‘Cow’s milk protein’ for the communication.” added Samarth Shrivastava, Sr. VP & Executive Business Director, JWT.

With an aim to add value to people’s lives every day, Parag Milk Foods continues to innovate in the dairy space. So, if your kids have a bone to pick with milk, don’t worry. They can get their nutritious fill of protein from Gowardhan Paneer made for 100% Cow’s milk.


Agency: J Walter Thompson, Mumbai


Hanoz Mogrelia – Executive Creative Director

Siddhesh Telang – Sr. Creative Director - Art

Anupam Basu – Sr. Creative Director – Copy

Account Management:

Rajesh Gangwani – Managing Partner

Samarth Shrivastava – Sr. VP & Executive Business Director

Manas Danait – AVP & Client Services Director

Sonam Shetty – Account Director

Saral Kumar – Account Manager


Asmit Chachad – Director – Audio Visual Services

Production House: Ubik Films

Director: Surjo Deb

Producer: Sonu Bhandari

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