MUMBAI: Pune-based dairy company Parag Milk Foods is ready to don a new visual identity.

Also, supported by a new communication strategy, the company will launch its new cheese brand, GO, on a pan India basis.
 
Parag Milk Foods chairman Devendra Shah said, "We have been moving from basic dairy products like ghee and milk to value-added products like dahi and fruit & dahi which have been very well received in the market. With the commissioning of our state-of-art cheese plant, we are now ready with a delectable range of cheese never before offered to the Indian consumer."
 
Bangalore-based Scion, a brand incubation agency, has been working closely with the company on the branding, visual identity, packaging and launch of the new range of products.

"The nascent Indian cheese customer has had very few brand choices or a range to choose from. The GO cheese brand is targeted at the ‘today‘s generation‘ families, who are now taking to international lifestyle and cuisine" said Scion MD Ramesh Rao. 
 
The campaign involves a brand-led TV execution and intensive tasting and demo activities with consumers.