Premium dairy brand’s latest campaign extends its farm-to-home proposition into a broader narrative around mindful living, nature and wellbeing
Pride of Cows, the premium farm-to-home dairy brand from Parag Milk Foods, has unveiled its latest campaign, ‘Come Over to the Greener Side’, featuring actor and entrepreneur Athiya Shetty. The campaign builds on the brand’s farm-to-home and single-origin proposition while positioning its farm as more than a source of dairy products — as a representation of a slower and more mindful way of living.
The campaign seeks to connect with consumers looking for greater balance and intentionality in their everyday lives. Through a contemporary lifestyle lens, Pride of Cows explores the relationship between nature, nourishment and wellbeing, encouraging consumers to step away from the pace and noise of everyday life.
From Farm-To-Home To Mindful Living
At the centre of the campaign is the idea that wellbeing can be found in simple experiences and moments of connection with nature. Pride of Cows uses its farm ecosystem as the backdrop for this narrative, extending its single-origin proposition into a wider lifestyle conversation.
The campaign presents the farm as a space associated with stillness, renewal and connection, while highlighting the emotional value of knowing where nourishment comes from and understanding the experiences surrounding it.
Athiya Shetty features in the campaign as the face of this philosophy, embodying the brand’s focus on ease, authenticity and understated living. Her presence is intended to create a connection between the brand’s farm environment and consumers seeking a more considered approach to their lifestyles.
Athiya Shetty Fronts Brand’s Lifestyle Proposition
Akshali Shah, Executive Director, Parag Milk Foods, said the campaign was designed to capture the experience of stepping away from everyday pressures and reconnecting with nature.
“With this campaign, we wanted to capture the feeling of stepping away from the everyday and reconnecting with what feels more natural and fulfilling. Athiya was a natural fit because she brings an effortless, understated quality that reflects this thought. She has a strong sense of individuality and an approach to life that feels considered rather than curated, which aligns closely with the world we are building for Pride of Cows,” Shah said.
“Through her, we wanted the campaign to feel less like a traditional celebrity endorsement and more like an invitation to experience the feeling that our farm represents, a little more space, a little calmer and a closer connection with nature,” she added.
Building A Broader Premium Dairy Narrative
The latest campaign forms part of Pride of Cows’ evolution from a premium dairy proposition towards a broader lifestyle narrative centred on nourishment, wellbeing and nature.
While the brand continues to retain its single-origin philosophy, the campaign seeks to bring the experience and values associated with its farm closer to consumers through storytelling that extends beyond conventional dairy communication.
Pride of Cows is the flagship brand of Parag Milk Foods and is positioned around a farm-to-home, single-origin proposition aimed at consumers seeking premium dairy products. The company’s Bhagyalaxmi dairy farm houses more than 5,000 cows and uses an automated milking process.
Parag Milk Foods, established in 1992, operates manufacturing facilities in Maharashtra and Andhra Pradesh. Its portfolio includes Gowardhan, Go, Pride of Cows and Avvatar, spanning dairy products and whey protein-based sports nutrition.
With ‘Come Over to the Greener Side’, Pride of Cows is seeking to deepen its association with mindful consumption by linking its farm-led credentials with a wider conversation around slowing down, reconnecting with nature and finding greater value in everyday experiences.
