MUMBAI: When was the last time you questioned what’s really in your morning glass of milk? Pride of Cows wants you to ask loudly, publicly, and with purpose. In a bold moo-ve to reshape how Indians think about their daily dairy, Pride of Cows has launched a high-impact phase of its campaign “What’s the Source of Your Milk?”, roping in Faye D’Souza, Jatin Sapru, and Kamiya Jani to stir the conversation.

At a time when food labels are slicker than the supply chains behind them, the brand is doubling down on radical transparency. Unlike most dairy players that rely on fragmented third-party networks, Pride of Cows sources milk exclusively from its own state-of-the-art farm near Pune. Here, over 5,000 cows are raised with global best practices, and milk is extracted through a fully automated, contactless system then delivered straight to consumers via a direct cold-chain, ensuring zero human touch from udder to doorstep.

To take this message of traceability to the mainstream, Pride of Cows has tapped credible and familiar voices across media. Faye D’Souza, known for her no-nonsense journalism, lends gravitas to the campaign’s call for consumer awareness. Jatin Sapru, the ever-affable face of Indian sports broadcasting, adds relatability for modern families. Meanwhile, Curly Tales’ Kamiya Jani amplifies the brand’s journey through snackable content that blends storytelling with behind-the-scenes glimpses of farm life.

“Consumers today want to know more than just what’s in their milk, they want to know where it comes from,” said Parag Milk Foods Ltd executive director Akshali Shah. “This campaign is about restoring trust in a category that’s long been clouded in mystery.”

Backed by a 360-degree media rollout including print, digital, influencer collaborations, and immersive content, the campaign cuts through the clutter with one bold question: Are you drinking milk, or just marketing?

With over 20,000 plus testimonials, a loyal premium consumer base, and growing urban curiosity around clean eating, Pride of Cows isn’t just selling milk, it’s bottling a belief system.

In a world obsessed with food trends, this is a back-to-basics call to clarity. Because sometimes, asking where your milk comes from might just be the most nourishing question of all.