~ Single-origin milk brand challenges norms with a high-impact, 360° transparency movement across print, digital, and influencer platforms

MUMBAI, India, May 29, 2025 /PRNewswire/ — Taking a fresh approach that questions long-standing dairy practices, Pride of Cows—a truly single-origin, farm-owned milk brand—has launched a provocative new campaign that asks a powerful, thought-provoking question: “What’s the source of your milk?”

At a time when discerning consumers are demanding more transparency about what they consume, this campaign urges people to pause and question the origins of the milk they bring home. It goes beyond marketing—urging the industry to be more open about where milk really comes from.

Through this initiative, Pride of Cows puts traceability at the heart of its communication. The campaign brings attention to the brand’s most powerful differentiator—milk produced 100% from its own Pride of Cows farm near Pune, where over 5,000 cows are nurtured with global-best practices and utmost care. This farm-to-home model ensures complete control over the production process, offering unmatched purity, hygiene, and consistency.

Commenting on the campaign, Akshali Shah, Executive Director of Parag Milk Foods Ltd., said, “Through this initiative, we’re inviting consumers to pause and think about something they often take for granted—the source of their milk. It’s a simple yet powerful question that aligns with Pride of Cows’ long-standing promise of quality and transparency. As a brand, we’ve always believed that trust is built not just on taste, but on knowing where your food comes from. This campaign is our way of turning that belief into a wider conversation.”

“What’s the Source of Your Milk?” is a full-fledged 360-degree campaign, strategically rolled out across high-visibility platforms to spark mass consumer engagement. Premium print ads across national publications are designed to make readers stop and reflect on their daily dairy choices. On the digital front, a mix of snackable video content, storytelling, and interactive formats on Instagram, Facebook, YouTube, and programmatic platforms decode the meaning and benefits of single-origin milk.

In a market dominated by brands that procure milk from fragmented third-party sources, Pride of Cows stands apart by owning and operating its own state-of-the-art dairy farm. Every cow is fed a scientifically balanced diet, milking is done via automated and contactless systems, and the product is delivered directly to consumers through a robust cold-chain network—eliminating any ambiguity or human touchpoints in the process.

About Pride of Cows

Pride of Cows is India’s first and only premium single-origin milk brand from the house of Parag Milk Foods Ltd. Sourced exclusively from the company’s own world-class farm near Pune, the brand delivers fresh, pure, and untouched milk straight to consumers’ doorsteps in major Indian cities. Pride of Cows embodies a rare combination of ethics, innovation, and traceability—setting a new benchmark in the Indian dairy landscape.

Contact

Pournima Surve 

pournima.surve@parag.com 

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UAE capital to welcome the world for landmark phygital sporting event, 18-23 December 2025

ASPIRE appointed as UAE Delivery Authority for the Games of the Future: Abu Dhabi 2025

ABU DHABI, UAE, May 29, 2025 /PRNewswire/ — Phygital International, the global governing body for the Games of the Future (GOTF), has officially announced Abu Dhabi as the Host City for the Games of the Future 2025, taking place from 18-23 December.

Bringing together cutting-edge innovation and elite competition, the Games of the Future will transform Abu Dhabi into the epicenter of phygital sport and feature a dynamic fusion of physical athleticism and immersive digital gaming. The multi-sport event includes a variety of ground-breaking phygital disciplines, including Phygital Football and Phygital Shooter, as well as tech sports and esports.

Each phygital discipline sees athletes first compete in a digital version of their sport, followed by competing in the same sport in real-life. Final results are determined by combining performance across both stages – blending the physical and virtual into one seamless competitive experience.

ASPIRE, the driving force behind grand challenges and global competitions for Abu Dhabi’s Advanced Technology Research Council (ATRC), is appointed as the UAE Delivery Authority. In this role, ASPIRE will lead the delivery of the event’s innovation agenda, ensure alignment across multiple stakeholders, and coordinate funding frameworks with government partners and sponsors.

Ethara, the region’s leading live event management organization, will serve as the Event Delivery Partner, leading end-to-end execution including venue operations, logistics, and fan experience. In addition, Ethara will drive event promotion and play a key commercial role by securing sponsorships and partnerships to support the event’s success. The Abu Dhabi National Exhibition Center (ADNEC) has been confirmed as the official venue, providing a world-class stage for the full spectrum of phygital sporting competitions and fan experiences.

“We’re thrilled that Abu Dhabi will welcome thousands of phygital athletes, clubs, and fans for the Games of the Future 2025,” said Nis Hatt, CEO of Phygital International. “With its bold vision for sport and technology, the UAE is the ideal stage for this groundbreaking event. Since the inaugural Games, phygital sports have grown into a global movement, and this year’s edition promises to be our most exciting yet.”

Stephane Timpano, CEO of ASPIRE said: “As the UAE Delivery Authority, ASPIRE is proud to help shape the Games of the Future Abu Dhabi 2025 – a global platform where sport, technology, and imagination converge. From AI-powered mobility to immersive digital experiences, Abu Dhabi is where innovation meets impact. We look forward to welcoming the world to ADNEC this December for an event that will inspire the future of sport and technology.”

In addition to elite competitions, the event will feature virtual reality immersive fan engagement zones, cultural activations, and technology showcases. The inaugural edition of the Games of the Future, saw over 2,000 athletes from more than 100 countries take part, broadcast to global audience and attracting over 300,000 spectators and fans.

The Games of the Future: Abu Dhabi, 2025 marks a powerful next chapter for the phygital movement, bringing the Games to a new audience in the Middle East, where ambition, experimentation, and bold applications of technology thrive. With Abu Dhabi’s unique blend of innovation and cultural dynamism, the stage is set for a one-of-a-kind global experience.

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MUMBAI, India, May 29, 2025 /PRNewswire/ — 12BET, a trusted name in global iGaming since 2007, proudly announces the relaunch of its Affiliate Program. The upgraded program offers greater earning opportunities and performance incentives for affiliate partners around the world. Affiliates can now earn up to 50% in revenue share, along with monthly bonus promotions of up to USD 2,000 on top of regular commissions.

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Contact Information: 

Toomas Saar

Marketing Manager

pr@12bet.com 

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