ITC's Aashirvaad Svasti's #SalutingTheUnsungHeroes campaign honours the dairy workers on World Milk Day

Through the video, the brand aimed to acknowledge the dedication, hard work and passion of every individual behind the scene who ensures that milk arrives at consumers' doorstep every morning

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To commemorate World Milk Day, ITC’s Aashirvaad Svasti Milk announced #RaiseAGlassofMilk and #SalutingTheUnsungHeroes campaign, to celebrate, appreciate and express gratitude towards the dedicated dairy workers.

Celebrated on June 1, the World Milk Day, aims to celebrate the dairy workers who form the backbone of the milk supply chain.  

On this occasion, the brand released a video that captures, the passion and commitment of these unsung heroes. From the hands that load milk crates onto delivery vehicles to the diligent distributors who wake up in the wee hours to ensure that milk reaches local retailers on time, the campaign showcases the spirit of teamwork and unwavering commitment of all value chain partners.

It highlights the pivotal role of everyone involved, including dairy farmers, procurement personnel, factory workers, truck drivers, distributors and delivery boys. While the world slumbers, these individuals toil tirelessly to bring that refreshing cup of tea/milk to the world as it awakens. 

Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC, stated, "World Milk Day presents an excellent opportunity for us to highlight and appreciate the meaningful contributions of all the dedicated and hardworking individuals who make it possible for us to enjoy the goodness of milk every day. With this campaign, we aim to express our heartfelt appreciation to these unsung heroes and encourage people to join us in raising a glass of milk in their honour. ITC is empowering dairy farmers by providing efficient market linkages and enhancing their incomes through transparent milk procurement and customized animal husbandry services.” 

Aashirvaad Svasti also invited everyone to acknowledge these unsung heroes by using the campaign hashtags #RaiseAGlassofMilk and #SalutingTheUnsungHeroes and share their stories about these unsung heroes.  

ITC video campaign ITC Aashirvaad Svasti Saluting The Unsung Heroes dairy workers dairy industry World Milk Day