ITC’s Aashirvaad Svasti Milk, its fresh dairy portfolio brand, celebrated World Milk Day this year by launching ‘Immunity Song’ for kids in association with Alive India. On June 1, 2020, marking the occasion, the brand has released the song across its digital platforms and social media handles like YouTube, Facebook and Instagram. The brand is fortified with Vitamin A, which is known to support immunity among children. With this initiative, the brand aims to create awareness about the importance of immunity for kids and how its vitamin fortified milk plays an important role into it.
The immunity song by the brand marks the second phase of the campaign by the brand. In April 2020, the brand distributed its vitamin A fortified milk to marginalised children in Kolkata during the lockdown. The immunity song is sung by energetic children in their beautiful voices in two languages – Hindi and Bengali.
Sanjay Singal, chief operating officer, dairy & beverages, ITC, on the occasion of World Milk Day, said, “We intended to create resonance amongst children about adopting milk in their diet for supporting their immune system. Through, this song we attempt to communicate this in a fun filled way which appeals to the sensibilities of the young minds. This joyful musical piece has beautifully woven the essence of our thought as it encourage kids to drink milk and support their immunity in a tasty way.”
The company had started vitamin fortification of its brand in December 2019. Vitamin fortification in milk is one of the effective ways to address related deficiencies, especially in children, while enabling them to receive their daily vitamin requirement. Vitamin A is an essential micronutrient and is known for supporting the immune system among children. Aashirvaad Svasti fresh dairy portfolio, which includes milk, curd, paneer and lassi, is currently available in West Bengal and Bihar markets.