Paras Dairy puts living over winning, makes ‘Taste of life’ statement

Paras Dairy has launched a campaign to strengthen its brand positioning and commemorate its 50 years of existence. The campaign titled ‘Jeene ka swad’ (Taste of life) has been created by Rediffusion Y&R.

The TVC aims to position the brand as an enabler of happy and healthy experiences.

The commercial features a bunch of kids who have not scored a goal, ever, playing football. They are just too happy playing the game to care too much about scoring. The film shows them offering excuses for not scoring a goal yet. A young girl reveals that they were close to scoring a goal once, but it did not happen. Another kid doing a head stand opines that it could be because the size of the goal post. They play a game with another team, which scores a goal while the goal keeper looks on helplessly. While one of the women spectators says that they will learn as they play, a man asks, “What about winning?” The film ends with a female voice over that says “Jeetne mein nahin, jeene main swad hai” (The real taste of life is not in winning, but in living).

Chraneeta Mann, ECD and national creative head, Rediffusion Y&R, said, “Our task was to help Paras reinforce its status as a trusted brand for more than 50 years. We believed that this trust was earned on the basis of the years of happiness and health that Paras Dairy products helped parents achieve in the lives of their families. So, we believed that the role of Paras Dairy was significant as a source of nourishing food that provided energy, vitality, and strength. We wanted to address the health and well being of families, especially children. So we chose a positive story about a world that is rich with life experiences, not a world of winners and losers. That was the genesis of the campaign idea.”

“We need to move away from the constant pressure to stay ahead and the anxiety, depression, and fear of failure that it creates among our children. Let’s let our children just be. Healthy, happy kids,” Mann added.

The campaign will straddle print, outdoor, and radio.

Credits
Client: Paras Dairy
Marketing head: Sanjay Sinha
Brand manager: Sumit
Creative agency: Rediffusion Y&R
Executive creative director, copywriter: Chraneeta Mann
Business head: Amrita Bhadury