In a daring initiative to change the national dialogue concerning daily dairy selections, Pride of Cows, India’s first single-origin milk brand, has enhanced its current campaign, “What’s the Source of Your Milk?”, by collaborating with highly regarded public figures, including award-winning journalist Faye D’Souza, well-known sports broadcaster Jatin Sapru, and food and travel blogger Kamiya Jain from Curly Tales.

With the increasing demand for authenticity and accountability in the food sector, Pride of Cows is advocating for a message of complete transparency in the dairy industry. Central to this initiative is a poignant and straightforward question: Where does your milk truly originate?

By forming strategic partnerships, the campaign is connecting with new and varied audiences across news, lifestyle, and sports sectors. Award-winning journalist Faye D’Souza, celebrated for her courageous advocacy and focus on consumer rights, contributes significant depth and credibility to the dialogue surrounding food transparency.

Alongside her, famous sports broadcaster Jatin Sapru offers a warm and relatable voice that speaks to family audiences throughout India, urging them to reconsider their everyday choices related to milk. Additionally, to enhance its digital presence, Pride of Cows has teamed up with well-known food and travel content creator Kamiya Jani from Curly Tales.

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Through captivating video content and immersive storytelling, this partnership illustrates the brand’s journey from farm to doorstep – reinforcing its fundamental promises of purity, traceability, and trust for today's urban consumers.

Akshali Shah, Executive Director, Parag Milk Foods Ltd  says, “Consumers today are asking more from the brands they bring into their homes. With this campaign, we’re giving them not just a better product, but also better answers. By bringing on board respected voices like Faye and Jatin, we’re taking this conversation to living rooms across India. They represent the modern Indian family that cares about what goes into their food and most importantly, where it comes from.”

The “What’s the Source of Your Milk?” campaign is a comprehensive 360-degree initiative spanning premium print, digital storytelling, social media engagement and influencer collaborations. The messaging is bold, thought-provoking and rooted in the brand’s core promise of complete traceability.

 

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At a time when most dairy products are sourced from fragmented third-party networks, Pride of Cows stands apart by delivering milk exclusively from its own world-class dairy farm near Pune. Here, over 5,000 cows are raised with international best practices, fed a nutritionally balanced diet and milked in a fully automated, contactless process. The milk is then transported via a direct cold-chain system, ensuring zero human touch from farm to doorstep.

This model doesn’t just ensure unmatched purity and consistency, it also gives consumers a rare assurance in today’s cluttered food ecosystem: knowing exactly where their milk comes from.

With respected public figures now joining the cause, Pride of Cows is doubling down on its vision to create a movement where every consumer feels empowered to ask the right questions and make informed choices about their dairy.