ITC Aashirvaad Svasti, famous for its premium-quality fresh dairy offerings, has planned to raise a nourishing toast this World Milk Day with the launch of its new drive #RaiseAGlassOfMilk.

It is a campaign with a sincere effort to promote milk consumption habits among children and adults, and at the same time it assists the underlying consumer sentiment of desiring to extend assistance to the underprivileged in these difficult times.

The two-week long digital leg of the initiative by ITC Aashirvaad Svasti has been designed to motivate consumer participation digitally on their respective Instagram and Facebook handles that will lead to purposeful contribution to the society particularly during this stressful period, being facilitated by the brand.

In order to participate, consumers will have to share a picture of themselves or/with their loved ones holding a glass of milk in favour of the initiative.

The pictures are required to be posted tagging the brand on Instagram or Facebook along with the hashtag: #RaiseAGlassOfMilk. For every picture posted, the brand will supply a glass of milk to the needy for a month through its association with NGOs in Kolkata and Patna.

Over the years, the company has been consciously underscoring the significance of immunity amongst children and how its Vitamin fortified milk plays a pivotal role in it. For the same, last year, it had undertaken a special initiative to deliver milk to the needy followed by the launch of an enlightening ‘Immunity Song’ on World Milk Day.

Sanjay Singal, chief operating officer – Dairy & Beverages, ITC Ltd stated- “Today, a significant number of people consume milk in some form signifying its wholesome nutritious quotient in one’s daily diet. We had entered the market with a sincere commitment to deliver fresh dairy products that are not only superior in taste and quality but also add value to our consumers’ lives. Aashirvaad Svasti’s vitamin A & D fortified milk that helps support immunity serves as a testament to the same. World Milk Day is a befitting occasion to reiterate the importance of milk consumption, particularly in the current situation. The initiative has been designed to encourage milk consumption amongst consumers of all age groups and at the same time raises support for those in need. We look forward to citizens participating in this initiative with their fullest support.”

The campaign targets to leverage the reach of social media to encourage participation from all across during the two weeks starting from 1st June, 2021. The initiative will also witness amplification via print and radio advertisements in Kolkata and Patna.

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