Jindal Stainless is one of the largest stainless steel conglomerates in India and ranks amongst the top 10 stainless steel conglomerates in the world.
The company wanted to penetrate the dairy industry in India through a social initiative to bring light to the poor practices being followed by milkmen and dairies.
Raise awareness regarding various government norms around the storage of milk in India .
Ask the end consumer to educate their milkmen and dairies regarding the norms and ask them to use Stainless Steel cans
The team came up with a campaign called ‘CareForMilk’. The campaign revolves around creating awareness regarding the right storage of milk so that the end consumer gets the quality of milk they deserve. It requests users to ‘Take A Pledge’ to educate their milkmen and local dairies regarding the right storage of milk and advocate the use of Stainless Steel cans as they preserve the beneficial nutrients of milk and prevent the formation of bad bacteria.
There was a high traffic on the website:http://jindalstainless.com with 284225 visits among which there were 248566 were new users. The landing page: http://www.jindalstainless.com/Careformilk/Ipledge/ had 257151 visitors which claimed more than 1 lac pledges.