Say cheese! Dairy brands increasingly turning to chefs to whip up recipes

Heritage Foods, Amul, and Parag Milk have chef-run campaigns to bring down marketing cost by a tenth

In a significant shift in strategy, leading dairy companies in India have started hiring famous chefs for brand endorsements to directly reach their target consumers.

Hyderabad-based Heritage Foods has engaged celebrity chef Bhakti Arora to launch ‘Heritage Bytes’ — a campaign to promote the nutritional, health, and happiness dimensions of its assorted palate.

“This campaign showcases quick recipes from milk, curd, paneer, and ghee. We would like to target the health-conscious and nutrition-oriented millennials, discerning homemakers, and career-oriented working women,” said Brahmani Nara, executive director, Heritage Foods.

Arora curated recipes for celebrating Diwali, Christmas, New Year, Valentine’s Day, and Holi.