For three decades, Malayalis have woken up to its packaged ‘Nanma’, and come November, Milma — one of the most familiar names in the market — will start sporting a younger, catchier look.
The Kerala Cooperative Milk Marketing Federation, aka Milma, has decided to go in for a complete brand makeover as part of its 30th birthday bash and on account of the Kerala High Court frowning upon the phrase ‘Fresh and Pure’ to describe the milk it sold.
The new-look MILMA sachets will hit the stands on November 1, Keralappiravi day, Milma officials said. A new tag-line, ‘Let’s Grow’, will replace ‘Keralam Kani Kandunarunna Nanma’ — the catchy tag that defined Milma milk for decades.
The ‘milk drop’ symbol which the milk co-operative had adopted from the National Dairy Development Board (NDDB) in 2004 will go, but the cow’s head — formed by four curving lines — will be retained as the sole mark of identity.
“We will retain ‘Keralam Kani Kandunarunna Nanma’ on the sachets, but the ad tagline from now on will be ‘Let Us Grow’ (‘Namukku Valaraam’),” K G Satheesh, senior marketing manager, Milma, said.
Bowing to a High Court decision, Milma had decided to drop the ‘Fresh and Pure’ from its sachets, which will sport new colours from November 1. “Milma will soon launch an ad campaign, designed by Lowe Lintas,” Milma managing director P K Pathak and chairman P T Gopala Kurup said in a letter last week.
The cosmetic surgery has cost Milma, which turned 30 in 2013, `5 crore.
Milma started off in 1983, supplying milk to Thiruvananthapuram, Ernakulam, Thrissur, Kannur and Palakkad.