Published on July 22, 2011
Bengaluru: Giving the people of Bengaluru a ‘fresh’ opportunity to sample 100 per cent pure and natural milk, Tetra Pak’s ‘Milk Ka Magic’ campaign brought exclusive milk bars to three of the city’s leading malls from June 17. The campaign by the world’s food processing and packaging solutions provider aimed at building awareness of the benefits of milk for healthy living through mall and retail activations supported by outdoor, digital media and radio.
Over 15,000 people visited Tetra Pak stalls located at Forum Value, Garuda and Mantri Square over six weekends.
A S. Premnath, Managing Director, Karnataka Milk Federation, said, ” ‘Milk ka Magic’ is a great initiative by Tetra Pak to promote milk consumption by increasing awareness about 100 per cent pure and safe milk. The initiative engages consumers in interesting and innovative ways. We at Karnataka Milk Federation (KMF) have been associated with Tetra Pak for over a decade and are delighted with the growth of this relationship. The technology that Tetra Pak has shared with KMF has transformed the face of the milk business.”
“In line with our motto, ‘Protects What’s Good’, we work together with our customers to protect the health and nutrition for consumers. In our continued effort to promote healthy living, our ‘Milk ka Magic’ campaign highlights the importance of making a healthy glass of milk a vital part of our increasingly busy and dynamic lifestyle. Our campaign also brings out the fact that healthy products like milk are protected in 6-layer Tetra Pak packaging.” said Kandarp Singh, Managing Director, Tetra Pak South Asia Markets.
Milk in Tetra Pak packaging undergoes a special heat treatment process that kills all harmful bacteria. The milk is then packed in protective 6-layer packaging. This combination of heat treatment with 6-layer packaging ensures that milk in Tetra Pak packages can reach consumers anytime, anywhere without the need for refrigeration or preservatives.