On the occasion of World Milk Day, Aashirvaad Svasti, a dairy brand from ITC, announced a campaign, #AajDoodhPiyaKya, a question pertinent to most Indian households. Milk is consumed for its nutritional value and is a part of the balanced diet for many Indians.
The campaign builds on the insight that for holistic development, growing children are advised to consume milk as a part of their healthy diet. However, itβs also observed that children are the most averse to consuming milk, leading to many family members and well-wishers coming together to ensure children have their daily milk by asking β Aaj doodh piya kya?.β
This phrase, familiar to countless children in India as a question from family members, friendly neighbors, well-meaning teachers, and more, is an expression of care and concern. Aashirvaad Svasti acknowledges and celebrates all these well-wishers with a heart-warming film released on YouTube, Facebook, and Instagram.
The film follows a young woman named Ria, who reminisces about being asked this question by her grandmother, security guard, neighbor, teacher, brother, and house help.
The narrative transitions from young Ria to present-day Ria, who continues the tradition by raising her glass of milk in honor of all the loved ones who have cared for her by asking ‘Aaj dhoodh piya kya?’. The film closes with a message encouraging everyone to #RaiseAGlassOfMilk to all those who have shown their affection through this simple question.
In addition to the film, Aashirvaad Svasti is also hosting an online contest on Facebook (@SvastiMilkAashirvaad) and Instagram (@aashirvaad_svastimilk), inviting participants to upload photos of themselves raising a glass of milk in the honor of their caregivers and mentors, expressing gratitude, and sharing stories of being urged to drink milk in their childhood. Participants can use hashtags #AajDoodhPiyaKya #RaiseAGlassOfMilk to share their stories and photos.
Abhishek Mehrotra, Vice President & Head of Marketing β Dairy & Beverages ITC Ltd., said, “Milk has always been an integral part of our culture and daily lives, and the simple question ‘Aaj Doodh Piya Kya?’ is deeply rooted in the affection and care that our loved ones have shown us over the years. Through this campaign, we aim to celebrate and honour the countless caregivers – from mothers and grandparents to teachers and neighbours – who have ensured that we receive the goodness of milk every day.”
