ITC Aashirvad has come up with new range of Premium Milk- Ashirvad Svasti Select Milk in Kolkata. The most unique stuff forayed by ITC is “Doodher Report Card” that gives an assurance along with the quality and quantity of components of milk. This unique facilities can be availed by buyer, on sending a simple text about the report card on brand’s mobile number.

The company has launched a new TVC, which features popular TV show hostess and actress Rachana Banerjee as the brand ambassador. Through this ad film, Rachna Banerjee has helped put the spotlight on the importance of quality as well as taste of milk.

While working since long in this very dairy segment, company has always ensured high standards to its products. The TVC that is being aired is featuring TV show hostess and actress Rachna Banerjee as mother of two sons, wherein she is discussing report cards and performance of children.

While pouring milk on the table she enquires a child about his academic performance. Suddenly his brother comes and asks about the report card of the milk she is offering. To their amazement, she produces Aashirvaad Svasti Select ‘Doodher Report Card’ on her mobile which takes both kids by surprise on her mobile.

The children drink the delicious milk quietly with satiated envisage. Following still was a quotation of “Mother knows it all”.

Sanjay Singal, chief operating officer, Dairy and Beverages, ITC, “The key take-home point in the TVC is the ease with which mothers can now check the daily quality report of Aashirvaad Svasti Select Milk within seconds. We are India’s first milk brand to provide a quality report of milk on a daily basis. The report can be easily checked on WhatsApp once the consumer sends the batch number of their pack of milk. Rachna Banerjee is a household name in Kolkata with a strong affinity among women. By bringing her onboard, we look forward to inculcating the habit of checking the quality of milk everyday amongst mothers and strengthen the connect with our audience.”

Sonali Khanna, executive director and head of office – Lowe Lintas, South, said, “Our task was to clearly communicate a unique message in a simple, yet entertaining manner. Linking Aashirvaad Svasti Select Milk’s Quality Assurance Report with a child’s Report Card was the stroke of genius that delivered both. Great care was taken with scripting and casting, to ensure that the final product appealed to mothers and children alike.”


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