This document outlines an activation idea for Parag Milk Foods' new campaign promoting their Gowardhan Ghee brand. The campaign will highlight the importance of cow ghee over buffalo ghee, targeting women consumers in Gujarat initially. The proposed activation idea involves setting up a "face-off" display between a cow and buffalo mannequin at retail stores, asking customers to complete a short true/false quiz about the qualities of cow and buffalo ghee. Customers will receive rewards such as discounts on Gowardhan Ghee purchases based on the number of correct answers provided. The goal is to educate consumers, especially women, on why cow ghee is preferable to buffalo ghee.

1. ‘Tell & Sell’ Activation Idea
By
Carat Fresh Integrated
13th July 2010

2. The Brief
• Parag Milk Foods is coming up with a new campaign for its
brand, Gowardhan Ghee.
• The campaign highlights the importance of Cow Ghee. It
starts with a teaser talking about ‘Vitamin G’ (G – Stands
for Ghee)
• Need some ‘tell & sell’ activation ideas, to convert Buffalo
Ghee eaters to Cow Ghee eaters, targeting women.
• Campaign will start with a test run in Gujarat, followed by
an all-India campaign.

3. Buffalo (Ghee) vs. Cow (Ghee)
A Comparo
Buffalo’s Side
• Buffalo is more heavily
muscled; it is a denser
animal in its makeup
• The Ghee of a Buffalo is still
slightly solid
• Buffalo will eat almost any
food, even spoiled food
Cow’s Side
• Cows have a moderate
make-up of fat
• The Ghee of a Cow is in
liquid form at body
temperature
• Cows in their natural
environment, will turn away
from such fare
Continued…Comparison based on an article @ http://www.amritaveda.com/

4. Buffalo (Ghee) vs. Cow (Ghee)
A Comparo
Buffalo’s Side
• Buffalos are often quite dirty
and smell more strongly than
Cows.
• Buffalos are comparatively
more stubborn and aggressive.
• Because of these qualities
(and may be more), Buffalo
milk and Ghee are considered
more dulling. In other
words, ‘tamasic’.
Cow’s Side
• Cows tend to be cleaner and
do not smell as strong.
• Cows are far gentler in nature.
• Cow milk and Ghee are
considered more pure and
purifying. In other
words, ‘sattvic’.
Comparison based on an article @ http://www.amritaveda.com/

5. As depicted above, there could be many more
significant differences which make Cow’s Ghee
preferable to Buffalo’s.
Are consumers aware? Are women
who take care of the entire family’s
nutrition needs aware?

6. It is unlikely that consumers, especially women, are
aware of these significant differences.
We will seek to bring out these
differences and induce sales through
the Activation Idea.

7. And it seems, these are the very differences which
form the essence of VITAMIN G
The Activation Idea will work to
establish the same

8. Activation Idea
This articulation can be changed depending on the language needed in different states.
Read it “Ghee Maa Gyaan”

9. about what?
about:
Cow’s Ghee
Gowardhan Ghee
Qualities of Gowardhan Ghee, etc.

10. Where it will be done?
Modern-format Retail Outlets
Supermarkets
Fruit and Vegetable Markets

11. How it will be done?
• A set-up, which seems as if it’s a face-off (dummies of
the two animals will be placed facing each other)
between a Buffalo and a Cow, will be created at the
spots.
• The big question will be “Who’s got Vitamin G?”
FACE-OFF
Continued…

12. How it will be done?
• Promoters will try and engage the prospects by handing
them a simple form.
• The form will contain 10 statement-like questions with
answer options. Promoters will ask the prospects to tick the
right answers to the best of their knowledge and submit
the form.
“Who’s got
Vitamin G?”
FORM
Continued…

13. How it will be done?
• Creates less fat
• Helps better in digestion
• Feels lighter
• Creates less cholesterol
• Xyz
• Abc
Sample of “Who’s got Vitamin G?” FORM
Buffalo’s Ghee Cow’s Ghee

14. How it will be done?
• Depending on the number of right answers
ticked in the form, prospects will be offered a
certain reward (e.g. discount) on immediate
purchase of Gowardhan Ghee.
REWARD