he pouch milk you have been drinking for God knows how long might not be safe after all. Tetra Pak, the company synonymous with liquid food cartons, has just launched a television and print campaign urging viewers to switch to cartons because the milk available in cartons is free from harmful bacteria. In the ads created by Leo Burnett, popular actress Tabu holds up a carton of Tetra Paked milk and asks, "I only use good milk in Cartons. Do you?"


The campaign was conceived after extensive research among women across the country, taking in account the insights gleaned from the research. "The aim is to educate consumers about the benefits of carton milk," says Jayshree Sundar, executive director, Leo Burnett. "Our research shows that the Indian woman is confident about knowing what works best in the kitchen, and will accept messages only if they tie in with her own experiences."
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