- Milk MagicHealthy Cube Bites is India’s first branded spice infused ready-to-eat paneer snack that doesn’t need refrigeration and is currently availablein six variants.
- Milk Magic is a B2C brand of dairy products by Jayshri Gayatri Food Products (JGF), which is popular in Madhya Pradesh, Chhattisgarh, Bihar, Rajasthan and Odisha among other states in India.
- JGF is a leading B2B manufacturer & supplier of packaged food products in the Indian domestic market and exports to over 20 countries globally.
Brand Film: https://www.youtube.com/watch?v=kVmYGMbudWo
Teaser 1 – MastiAur Tum Par!:https://www.youtube.com/watch?v=7Xs3zj4YHC0
Teaser 2 – SochoSocho: https://www.youtube.com/watch?v=4rcJVy4WAjY
Print Campaign: https://photos.app.goo.gl/4FveAWjdzUSFBNfo8
Product Shot: https://photos.app.goo.gl/NHABDumHAXzt1XJw8
JGF/Milk Magic: https://photos.app.goo.gl/gxczo8Xo3cEC7mGB6
BeanstalkAsia: https://photos.app.goo.gl/dNRkRTz5EGuAwv4U8
Mumbai, January 16, 2022: BeanstalkAsia, a new age Integrated Marketing Communications Agency in India and Nepal, has delivered an unconventional approach to the launch of Milk Magic Healthy Cube Bites – India’s first branded spice infused ready-to-eat paneer snack, featuring Mandira Bedi as its brand ambassador.
Commenting on the product innovation, Kishan Modi, Managing Director, Jayshri Gayatri Foods, said, “As the demand for packaged food increased during the first wave of the pandemic in India, it motivated us to foray into the domestic B2C market and expand our product range to appeal the Indian households. The Milk Magic Healthy Cube Bites is our in-house innovation, and it is the first such spice-infused paneer product in the market that can be stored without refrigeration. As the market expands, we see a huge potential for this product in India and other overseas market.”
Paneer is healthy, full of nutrition, and a staple in the Indian diet, but it is quite blah & boring – it is white, looks the same always, and tastes the same always. The campaign by BeanstalkAsia gives a new twist to the otherwise cliched portrayal of Paneer as a product. Paneer in an all-new light!
Milk Magic Healthy Cube Bites is a paneer with more zing, more pizzazz, more cheekiness, and more chutzpah. Delicious in taste, can be stored at ambient temperature (doesn’t require refrigeration) – can be eaten anytime and anywhere. A truly innovative, never seen before product, available in a variety of lip-smacking flavoursbefitting the Indian palate. Maanoki Paneer pe ab masteechadhgayi!
Speaking about the campaign thought, Upendra Singh Thakur – Founder, BeanstalkAsia, expressed, “The Paneer category has for too long elaborated on just its health benefits. It was necessary to infuse a dose of fun – without disturbing its health credentials. This new product, Milk Magic Healthy Cube Bites, is a category changer in many ways. Communication had the dual task of informing about this revolutionary product, plus pull paneer and its advertising from the trap of sameness that it had fallen into. We understood it made strategic logic to cast somebody who would embody the qualities of fun and zest for life, and hence we recommended Mandira Bedi, and not just another model.”
The campaign demanded a face that relates to all aspects of a modern consumers – be it homemakers, home-chefs, aware parents, fitness conscious individuals, among others. Mandira Bedi being a familiar face across generations with her multifaceted personality as an actor, sports commentator, mother, fitness enthusiast and a social media influencer, struck the right chords.
The brand film portrays Mandira Bedi as a modern Indian woman, in a work-from-home, contemporary styled living-room setting. The film, which is a combination of real-life and animation, plays on the element of masti between Mandira and the product pack. The print creatives portray Mandira in diverse personalities of modern Indian women, again with quirky lines and fun expressions to bring in the element of masti and the paneer in its new avatar. Even the packaging of the product, which has also been designed by BeanstalkAsia, has a very contemporary look and feel.
Speaking about the campaign and the roll out, Chandra Prakash Pandey, Director Marketing, Jayshri Gayatri Foods, said, “Paneer had to move out from the confines of dull and boring white. Since our product is all about fun moments, anytime and anywhere – the advertising needed to capture these attributes and invite our consumers to not just enjoy, but to have a healthy dose of fun. In the first phase we have launched the campaigninMadhya Pradesh andwill be subsequently rolling out in a phased manner in Bihar, Gujarat, Chhattisgarh, Delhi and also in the North East States. The launch campaign has already become a super hit in the central parts of India with the product reaching more than 10 million customers.”
The wide product basket under the brand Milk Magic, includes the fresh and frozen varieties of Paneer, which is one of their most popular product offerings, Butter – salted & unsalted varieties, Pure Ghee variety, assortment of Cheese, Khoya, and Indian sweets such as Gulab Jamun, Rasgulla, Rasmalai and KajuKatli. Milk Magic brand is very popular in Rajasthan, Bihar, Chhattisgarh, Odisha and Telangana among others.
Team credits for Milk Magic Healthy Cube Bitescampaign:
Agency: BeanstalkAsia
Business Head: Upendra Singh Thakur
Creative team: Amitabh Chaterjee, Naresh Mestry, Nidhi, Pratibha Mishra
Production House: Gap Entertainment Pvt Ltd
Producer: Gautam Ailawadi
Director: Sashii Bhushan
AD: Shantanu
DOP: Surender Singh
Still Photography: Jitu Savlani
Executive producer: Hitesh Purani
Production manager: Mahendra Yadav
Post Production Supervision: Nisha Ramakrishnan
Editor: Abhishek Kumar Singh
3D and Animation: SYU Design
Director of Animation: Aswini Kumar
Voice Over for Paneer: Viji
Corporate Comm India (CCI Newswire)
