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What is the common 'cheese' in your favourite foods asks Parag Milk Foods

Satiating the cheese cravings of millions of people, Parag Milk Foods one of India’s leading  private dairy company today announced the launch of a new GO Cheese campaign #HarTastyCheezMeinGOCheese. The TVC narrates a story of cheese lovers enjoying the delightful and happy moments with the type of cheese that suits their palate.

The new campaign is an effort to educate consumers on Go Cheese being the key ingredient in most loved dishes like pizza, fries and street sandwiches, which is being consumed almost every day out of home at various QSRs & hotel chains. The campaign resonates with the business objective of the brand which is to increase its reach from QSR restaurant to the homes, as everyone has tried Go cheese somewhere outside. It connects with consumers by highlighting how Go Cheese makes all their favourite meals tastier by being present in them in different ways and styles like grated, sliced, dip/sauces.

The TVC emphasizes on storytelling with three generations who are enjoying everyday moments with their favourite food. The film opens with a conference room where a young woman is seen savouring a pizza slice with happiness from her favourite white and blue coloured box. It shifts towards a happy kid as he wholeheartedly dips his French fries in a bowl full of melted cheese dip and enjoys it to his fullest. The video ends capturing a heart-warming scene where the face of an old man lights up as the cheese from his sandwich he is busy munching on melts in his mouth with every bite. The film ends
revealing ‘Har Tasty Cheez Mein GO Cheese’, be it grated, sliced or shredded. 

The #HarTastyCheezMeinGOCheese campaign reinforces Go Cheese as metaphor for tasty food. The brand has always been known to understand the changing demands of its consumers by constantly innovating and creating unique variants of cheese. 

Commenting on the launch of the new campaign, Akshali Shah, Senior VP, Strategy, Sales & Marketing, Parag Milk Foods Ltd. said, “Go Cheese is India’s 2nd largest cheese brand. We understand our consumers’ taste preference and therefore we have innovated over 60+ cheese variants. We are the largest suppliers of cheese to major QSR (Quick Service Restaurants) and through this TVC, we are just starting to create conversations on Go Cheese being the common ingredient in all your favourite tasty snacks. We are confident that the campaign will resonate well with all food lovers.”

Commenting on this, Samarth Srivastava, Sr. VP & EBD and Hanoz Mogrelia, Sr. VP & ECD, Wunderman Thompson Mumbai said, “We deliberately chose three different generations consuming delicious food in three different scenarios… so that the main idea landed better when it was revealed that all three were consuming Go Cheese. We had a super clear brief and we have tried to make the film interesting. If there is one thing we want people to relate to after being exposed to this TVC, it is to know that there is #HarTastyCheezMeinGOCheese.”

It is a 360 degree campaign that will leverage mass-media on larger-than-life Outdoor sites in the core markets of Go Cheese. The campaign also leverages key social media platforms of YouTube, Facebook, Twitter and Instagram.

Go Cheese which goes by the tagline “Make it Amazing” is a marquee brand and the largest product portfolio from the house of Parag Milk Foods. It is one of a kind and is made from 100% cow’s milk. It boasts of the largest international quality cheese range and 60+ variants with the addition of a new unique variant called ‘Chocolate Cheese’. The company offers cheese in all forms, is also the largest supplier of cheese to not only hotels, restaurants, pizza chains, and street food stalls. 

 

Creative Team on the new Go Cheese campaign

  • Agency:  Wunderman Thompson
  • Sr. VP & Executive Business Director: Samarth Srivastava
  • Sr. VP & Executive Creative Director: Hanoz Mogrelia
  • Creative Team: Siddhesh Telang, Anupam Basu, Rohan More, Rupal Kale
  • Account Management Team: Ujwal Heffa, Soumya Chattopadhyay, Saral Kumar, Chandramoy Ghosh
  • Director: John Fredrick Peter Mayne 
  • Production House: A Glass of Whisky
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