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Campaign Logic: Being healthy never goes out of style
Business-standard.com, August 8, 2016

Brand: Ksheer Budget: Rs 20 crore Agency: Scarecrow Communications The advertising for food products - the ultimate high-involvement category - has been a big letdown of late. The last really good ads were for Amul butter, especially its fun takes on everyday news. Otherwise, it all revolves around health and happiness, or goody-two-shoes Indianness. (Remember Mother Dairy's 'Happy food, happy people' and Amul's 'Pita hai India'?) Dairy brand Ksheer from the DS Group, is the latest to jump onto the health and wellness bandwagon with its maiden campaign "Ek Achhi Aadat".