Parag Milk Foods Ltd, a private dairy player focused on health & nutrition with a portfolio of popular brands – Gowardhan, Go, Pride of Cows and Topp Up, announced their brand association with celebrity chef – Ranveer Brar. This association is for Go Cheese and Go Fresh Cream.
The association has been signed for two years and involves a pan India communication campaign. The campaign will be an experiential integrated marketing program with innovative cooking at the heart of it. This will be amplified through digital presence, print, OOH and commercials. To kick start this association, we are launching a dedicated Youtube channel and special edition shows on Living Food Channel as – Good to Go!
Speaking on this brand association, Akshali Shah VP-Strategy (Sales & Marketing) Parag Milk Foods said, “As a society we are transforming into an Indo- Western society and it reflects in our food habits as well. We are open to experimenting with new cuisines and also try special preparations at home and it is our endeavour to help consumers learn how, when and where to use products like Cheese and Cream. Our association with Ranveer Brar, who has created his own space in the hospitality industry and is an exceptional chef, will help us define that. Distinct style and elegance in his cooking and he has won the hearts of consumers, very much like our own Go brand. These synergies in our approach truly make this association special.”
Further, she added “The category of Cheese is still new to the country and largely under-penetrated. We want to give a wide variety of choice to the consumers and help her as well in terms of gaining knowledge on the usage. Towards this endeavour, we are creating a recipe bank in which the consumer can dip in and add to the bank as well with their own innovation. We will be launching a series of programs using the digital platform and mass media with Ranveer Brar as our face of these initiatives”
Elated on the partnership with Go brand, celebrity Chef, Ranveer Brar said, “It will be hard to find anyone who is not aware of GO brand and it is indeed an honour for me to be associated with it. This brand is young youthful and a treat to the palate, very much like my cooking skills. So there was an instant connect with the brand and I hope, GO and me can together “Make it Amazing” for our delightful foodies”
GO Cheese comes with exciting varieties like Go Cheese Slices, Cheddar Cheese Powder, Cheddar Cheese, Pizza Cheese, Mozzarella Pizza Topping, Creamy Cheese Spread, Processed Cheese and Cheese Wedges. Since its launch, GO brand has always stayed close to the consumer by offering new and exciting range of products, strategic marketing tie-ups and keeping the brand’s youthfulness to the brim by partnering with charismatic influencers like Ranveer Brar himself!
Ranveer Brar is born in Lucknow and well known face in hospitality industry. His television shows include Breakfast Xpress, Snack Attack, Homemade, The Great Indian Rasoi, Thank God It’s Fryday and Health Bhi Taste Bhi.