Pride of Cows unveils campaign

The campaign urges people to pause and question the origins of the milk they bring home

Mumbai-based Pride of Cows—a truly single-origin, farm-owned milk brand—has launched a provocative new campaign that asks a powerful, thought-provoking question: “What’s the source of your milk?”

The campaign urges people to pause and question the origins of the milk they bring home. It goes beyond marketing—urging the industry to be more open about where milk really comes from.

Through this initiative, Pride of Cows puts traceability at the heart of its communication. The campaign brings attention to the brand’s most powerful differentiator—milk produced 100 per cent from its own Pride of Cows farm near Pune, where over 5,000 cows are nurtured with global best practices and utmost care. The farm-to-home model ensures complete control over the production process, offering unmatched purity, hygiene, and consistency.

Akshali Shah, Executive Director, Parag Milk Foods, said, “Through this initiative, we’re inviting consumers to pause and think about something they often take for granted—the source of their milk. It’s a simple yet powerful question that aligns with Pride of Cows’ long-standing promise of quality and transparency. As a brand, we’ve always believed that trust is built not just on taste, but on knowing where your food comes from. This campaign is our way of turning that belief into a wider conversation.”

“What’s the Source of Your Milk?” is a full-fledged 360-degree campaign, strategically rolled out across high-visibility platforms to spark mass consumer engagement. Premium print ads across national publications are designed to make readers stop and reflect on their daily dairy choices. On the digital front, a mix of snackable video content, storytelling, and interactive formats on Instagram, Facebook, YouTube, and programmatic platforms decode the meaning and benefits of single-origin milk.