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Tabu is Tetra Pak's new brand icon

17-February-2005
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Tabu is Tetra Pak's new brand icon

National Award winner and Bollywood actress, Tabu, has been appointed as the new brand ambassador for Tetra Pak India. Tabu will feature in the latest Tetra Pak commercials created by Leo Burnett, wherein she will be promoting the freshness and purity of UHT milk (double pasteurised milk). The ad campaign, comprising both TVC and print ads, will be unveiled this week across the country.

Speaking about the new brand ambassador, Jayshree M Sundar, Executive Director, Leo Burnett, said, "The campaign through an innovative series of quick demos will highlight Kitchen Logic to Indian women. In fact, it brings forth the goodness of milk in cartons."

Regarding the choice of Tabu as the brand ambassador, Sundar said, "Choosing the right brand endorser for this exercise was critical for us. We wanted someone who embodies the spirit of excellence and stands for honesty and high performance. Much like the qualities of good milk in cartons. Tabu has been a consumer of carton milk and is very conscious of fitness and healthy living. Throughout the campaign, Tabu will focus on the purity, freshness and preservative-free qualities of UHT milk that doesn't curdle, promoting it as an ideal nutrition source for kids."

UHT milk is aseptically processed to make it free from any contamination and retains its nutritional value. The aseptic packing makes it consumable even after six months of packing.

Tetra Pak began operations in India as a 100 per cent subsidiary of Tetra Pak International, a Tetra Laval Company, in 1997. It provides processing and packaging solutions to organizations like Nestle India, Gujarat Co-operative Milk Marketing Federation Ltd. (Amul), Glaxo SmithKline, Andhra Pradesh Diary Development Co-operative Federation, Mother Diary, Parle Agro, Tropicana Beverages, Coca Cola India and Dabur Foods, etc.

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