Punjab-based Dairy Pride looking for creative agencies

By Biprorshee Das , afaqs!, Mumbai | In Advertising | July 09, 2010
The company has launched its packaged milk, Tru Milk in Jalandhar, and is looking to expand in North India; the account size is pegged at around Rs 10 crore

Punjab-based Dairy Pride is scouting for a creative partner for its newly launched premium packaged cow milk -- Tru Milk.

Confirming the development, a source says that the company plans to spend around Rs 5-10 crore on its communications, and is looking to strengthen its presence in North India. Everest Brand Solutions currently handles the company's creative duties.

& #BANNER1 & #Starting operations around a year-and-a-half ago, Dairy Pride test launched Tru Milk a little over a month ago in Jalandhar. The product is priced at about Rs 6 more than similar brands available in the market.

The company is looking at a campaign involving various ATL and BTL activities. The communication will be designed not just for promotion in the region through various media, but also to help collect the premium on the product from the market, says the source. Also on the cards is the hunt for a brand ambassador.

Tru Milk is processed and packaged mechanically, untouched by human hands. The company owns a herd of 3,000 cows in farms across rural Ludhiana, which it plans to raise to 30,000 in the next year.

The company is in talks with a couple of agencies around Delhi, and expects to zero in on an agency soon. It plans to break the new campaign in the next two months, beginning from Punjab, the source says.