Madison Media Ultra, a unit of Madison World, has retained the media mandate for Parag Milk Foods, a dairy FMCG company with a global presence. The agency has been working with the advertiser since 2012.
The account was won in a multi-agency pitch and the agency will handle the entire media mandate for all the sub-brands like Gowardhan, Go, Pride of Cows and Avvatar.
Parag Milk Food, established in 1992 specialises in value-added products like cheese, ghee, flavored milk, and yogurt. The brand recently expanded its health and fitness portfolio with the launch of Avvatar, Performance Whey Protein, made from cow’s milk.
In the past, Parag Milk Foods had multiple agencies on board, including GroupM’s m/SIX, Gozoop, Carat, Scion, and J. Walter Thompson India (now VML India), among others.
Parag’s milk products have a global presence, with the brand available in multiple countries, including the USA, the Philippines, Mauritius, Australia, Korea, China, and Singapore.
Akshali Shah, Executive Director, Parag Milk Foods, said, “At Parag Milk Foods, we deeply value our partnership with Madison, which has been a driving force in shaping our brand’s growth and innovative approach to marketing. Together, we have transitioned from traditional media to high-impact, multi-platform strategies that resonate more deeply with our audience.”
“Madison has been instrumental in our collaborations with popular shows like Kaun Banega Crorepati, India’s Got Talent, Super Singer, Anupamaa, and more recently, Bigg Boss. These partnerships have enabled us to create immersive brand experiences, such as Go Cheese’s ‘Greed Corner’ in Bigg Boss, and extend our reach across TV, OTT, and in-show integrations. We look forward to continuing this valuable relationship with Madison, further strengthening our presence and fostering long-term brand loyalty across diverse platforms,” she added.
Sam Balsara, chairman, Madison World, said, “Parag Milk Foods has consistently demonstrated innovation and a deep understanding of the evolving consumer landscape. Their ability to blend tradition with modern marketing techniques sets them apart in the dairy FMCG sector. At Madison, we are proud to have played a key role in aligning their marketing strategies with their growth ambitions, fostering a successful and long-lasting partnership.”
