INDIA – Mother Dairy, India’s leading milk and milk products company has launched a month-long campaign dubbed #PaneerPackedHaiTohSafeHai to advocate and boost consumption of packaged paneer.
Paneer, also regarded as Cottage Cheese, has been traditionally used in Indian cuisines. It is an unaged, non-melting soft cheese made by curdling milk with a fruit or vegetable derived acid, such as lemon juice.
With the new campaign, the dairy company aims to generate awareness about the hygiene issues associated with loose paneer which could be subjected to malpractices, leading to contamination of the product, which is a risk to one’s health.
“Good nutrition is a parallel outcome when food safety and hygienic manufacturing practices are taken into consideration,” said Mr. Sanjay Sharma, Business Head – Dairy Products, Mother Dairy
“Amid the current situation, preference for packaged food has seen significant growth and as one of the leading players of the category, we realised that there is a need to create awareness for consuming packaged paneer which is safe and hygienic,” he added.
The month-long campaign, kick-started from August 31, 2020 and is showcased over digital and radio mediums, including the brand’s social media pages.
To engage and emphasize the subject, the company has chosen veteran artist Ms. Neena Gupta, to convey the messages amongst the masses.
Mr. Sharma further said, “To convey the message, we have chosen Ms. Neena Gupta, a highly acclaimed actor respected both as a mother and a woman.
“We believe that she is a perfect brand advocate resonating the Brand’s caregiver personality and a credible voice for this message to come across.
“With the videos and radio spots, we wish to communicate that Mother Dairy paneer is approved by moms.”
Mother Dairy currently offers two variants of hygienically packed paneer i.e. Classic Paneer (Green pack) and Ultimate Paneer (Red pack).
They are available at the company’s own exclusive network of over 1,800 booths in the Delhi NCR region, general trade outlet, modern retail store or e-commerce portals.
The company was commissioned in 1974 as a wholly owned subsidiary of the National Dairy Development Board (NDDB).
It was established under the initiative of ‘Operation Flood’, world’s biggest dairy development program launched to make India a milk sufficient nation.
Today, Mother Dairy is a leading dairy player which manufactures markets & sells milk and milk products including cultured products, ice creams, paneer and ghee under the ‘Mother Dairy’ brand.
The Company also has a diversified portfolio with products in edible oils under the ‘Dhara’ brand and fresh fruits & vegetables, frozen vegetables, range of unpolished pulses, honey etc. under the ‘Safal’ brand.
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