New Delhi: Ananda Dairy has renewed its creative mandate with independent creative agency Rasta, extending the partnership into its second year following a period of strong brand momentum and digital-led growth.
The renewal comes after a year marked by culturally rooted storytelling, high-impact campaigns, and measurable performance gains across social platforms. According to the company, Ananda Dairy recorded a threefold increase in follower growth and a 4.6% rise in engagement rates during the partnership, indicating stronger and more sustained audience engagement.
Rasta brings over 12 years of experience in the dairy category, having previously played a key role in building Epigamia from its early stages into a leading modern dairy brand in India. This category expertise has shaped Rasta’s approach to Ananda, combining mass-market relevance with contemporary, culture-first brand building.
Over the past year, Rasta has led several marquee initiatives for Ananda Dairy, including a Guinness World Record–linked campaign, a high-visibility sports association with the UP Yoddhas, and the brand’s role as a co-presenting partner on MasterChef India. The agency has also overseen Ananda’s presence at major domestic and international trade platforms such as the India International Trade Fair (IITF) and Gulfood in Dubai, ensuring consistency across consumer and industry touchpoints.
Under the renewed mandate, Rasta will focus on three strategic priorities: scaling cultural storytelling through short-form and motion-led content, building deeper brand narratives that connect Ananda’s legacy with its future ambitions, and driving performance-led creativity across social platforms through influencers and always-on digital campaigns.
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Commenting on the renewal, Sumon Sen, Brand Lead, Rasta, said, “Ananda Dairy has been an important partner for us over the past year. This renewal reflects the trust and creative alignment we’ve built, and our shared belief in building brands that meaningfully participate in everyday culture.”
Kuber Chopra, Creative Director, Rasta, added, “Our experience building dairy brands like Epigamia has given us a strong lens on how food brands grow—from relevance to recall. With Ananda, the opportunity is to marry scale with sincerity, and year two allows us to push that creative ambition further.”
On the brand side, Dr. Radhey Shyam Dixit, Chairman & Managing Director, Ananda Dairy, said, “Over the last year, Rasta has demonstrated a deep understanding of our philosophy and the role we play in people’s lives. Their work has helped strengthen our brand connect across platforms.”
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