Assam’s largest dairy cooperative, Purabi Dairy, has started a radio campaign to reinforce the relationship and trust with the dairy farmers of the state and the consumers.
The campaign, under the brand’s tagline “Purabi Dairy: Axomor Xuwaad” highlights the efforts made to help dairy farmers attain self-reliance, generate employment and present them a marketplace for their produce, thereby enabling them a better livelihood.
The campaign urges the farmers in the state to come forward and join a formal dairy setup.
Through this campaign, the dairy cooperative aims to connect with more dairy farmers across the state and highlight how the World Bank-financed APART project of Govt of Assam, helps the dairy farmers.
The radio jingles create a positive brand awareness and emphasizes the promising future for farmers involved in dairy farming.
Purabi Dairy is currently expanding its plant infrastructure to enhance its processing capacity through the support received under the APART project.
In a jingle, a farmer narrates how he used to earn low price by selling milk in just a few houses in his village. He then talks about how he connected with Purabi Dairy, which showed him the path to increase milk production and also offered him a market to sell the produce at a good price. The jingle ends with him expressing joy for two reasons- Purabi Dairy helping him to attain financial independence and enabling him to sell milk to WAMUL – to process and market milk and milk products to the citizens under the brand name of Purabi.