Gowardhan Sweets, a popular brand under Parag Milk Foods Ltd., has launched an exciting new campaign for their Khushiyan Mithai range ahead of the festive season. Known for its commitment to quality and purity, Gowardhan’s latest advertisement highlights the use of 100% pure Gowardhan Ghee in their sweets, positioning them as a reliable and safe choice for customers who are increasingly concerned about adulteration in traditional treats.
The festive season often brings a spike in the consumption of sweets, making it a crucial time for brands to stand out. In response to concerns over the purity and quality of sweets during festivals, Gowardhan’s campaign emphasizes their “Shatpratishat Shuddh” or “100% pure” promise. The company has taken extra measures to ensure that the sweets made under the Khushiyan Mithai range are unadulterated and crafted with the finest ingredients.
Akshali Shah, Executive Director of Parag Milk Foods Ltd., stated, “With reports of adulteration becoming more common during festive seasons, we wanted to give our customers peace of mind. Our Khushiyan Mithai is crafted with Gowardhan Ghee, which is made in-house to maintain strict quality control. This campaign focuses on our unwavering commitment to delivering purity with every bite.”
The campaign’s television commercial (TVC) and digital video commercial (DVC) carry the core message: “Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye.” Translated as “There should be no adulteration in devotion, offerings, or sweets,” the message resonates deeply with Indian cultural values. It emphasizes the importance of purity not only in rituals but also in food, especially during festivals.
The advertisement showcases a beautifully arranged pooja thali, followed by mouth-watering visuals of Gowardhan’s popular sweets like Kaju Katli, Kesar Pedha, Malai Pedha, and Kaju Pista Roll. The TVC demonstrates how these sweets are made with pure Gowardhan Ghee, making them a symbol of both taste and authenticity.
Gowardhan’s Khushiyan Mithai is already available across key regions in India, including Maharashtra, Gujarat, and Delhi NCR, with plans to expand further. This follows a successful pilot campaign earlier this year in Pune, Nashik, and Ahmednagar. The sweets can also be conveniently ordered online through platforms like Amazon, Flipkart, and Blinkit, offering customers a hassle-free way to enjoy these treats from the comfort of their homes.
Samarth Shrivastava, founder of the creative agency BelieveTrinity, which designed the campaign, emphasized the importance of addressing consumer doubts. “Many times, people are unsure if the sweets they purchase are made with pure ingredients. Our campaign assures consumers that Gowardhan’s Khushiyan Mithai delivers on its promise of 100% purity,” he said.
With the Indian packaged sweets market valued between INR 6,000 and 7,000 crore in 2023, Gowardhan Sweets is aiming to capture a significant portion of the demand, particularly during the festive season. Pre-festive sales have already shown a 55% increase, indicating that consumers are actively seeking out trustworthy brands for their celebratory needs.
The campaign aims to solidify Gowardhan’s position as a premium brand synonymous with purity and quality, making it the go-to choice for families during celebrations.
Key Highlights:
- Gowardhan Sweets launches a festive campaign promoting its Khushiyan Mithai range, made with 100% pure Gowardhan Ghee.
- The campaign emphasizes purity and aims to address consumer concerns about adulteration during festivals.
- The TVC and DVC showcase the importance of purity in devotion and food, positioning Gowardhan as a trustworthy brand.
- The sweets can be ordered online through major platforms, with regional TV and digital ads already live.