As the festive season kicks into high gear, Parag Milk Foods, the parent company of the renowned Gowardhan brand, has launched a captivating new campaign for its Khushiyan Mithai range.
This campaign features both a Television Commercial (TVC) and a Digital Video Commercial (DVC), bringing to life the essence of purity and tradition, just in time for Dussehra celebrations. At the heart of this campaign is Gowardhan’s commitment to offering 100% pure sweets made with its signature Gowardhan Ghee.
Festivals in India are synonymous with indulgence in sweets, and with pre-festive sales increasing by a striking 55%, the demand for traditional sweets is surging. Yet, concerns about adulteration and quality remain on the minds of many consumers. Gowardhan seeks to address these concerns head-on with its latest campaign, offering a solution through its Khushiyan Mithai, a premium range of sweets crafted with pure, unadulterated Gowardhan Ghee.
The TVC beautifully captures this message of purity. Set against the backdrop of a traditional pooja ceremony, the film shows the preparation of festive delicacies like Kaju Katli, Kesar Pedha, Malai Pedha, and Kaju Pista Roll, all made using Gowardhan’s ghee. The tagline, “Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye” (There should be no impurity in devotion, offerings, or sweets), reinforces the brand’s core message of purity across all aspects of life.
Earlier this year, Parag Milk Foods tested the Khushiyan Mithai range in select cities, including Pune, Nashik, and Ahmednagar, with great success. Now, the campaign is being expanded to more regions across India, showcasing the company’s commitment to providing safe, premium sweets for all celebrations. With the entire production process—from ingredient sourcing to packaging—handled in-house, consumers can trust that Gowardhan’s sweets meet the highest standards of quality.
Akshali Shah, Executive Director at Parag Milk Foods, emphasizes the growing demand for transparency and trust in the food industry, particularly during the festive season. “Indian families have a deep-rooted connection with sweets, and we understand the need for quality and purity, especially during festive celebrations. With Khushiyan Mithai, we offer not just delicious sweets but also a guarantee of purity, made with 100% Gowardhan Ghee. This festive season, we invite families to celebrate with sweets that uphold the highest standards,” she said.
Samarth Shrivastava, Founder of BelieveTrinity, the agency behind the campaign, also highlighted the emotional connection Indians share with sweets. “Our campaign assures consumers that with Gowardhan Khushiyan Mithai, they’re not just buying sweets but a promise of purity and tradition. Every family deserves to celebrate with confidence, knowing they are choosing the best,” he noted.
The Khushiyan Mithai range is available on popular online platforms such as Amazon and Flipkart, as well as through quick-commerce services like Blinkit in key cities like Mumbai, Pune, Ahmedabad, and Delhi NCR. This makes it easier than ever for consumers to enjoy the taste of festive purity, delivered straight to their doorsteps.
With this new campaign, Gowardhan continues to solidify its reputation as a trusted name in the dairy and sweets market, providing consumers with a premium, safe, and delicious range of sweets that honor India’s rich cultural heritage. As the festive season approaches, Khushiyan Mithai offers the perfect way to celebrate with sweets that symbolize both tradition and purity.
