Dairy communication can often start looking and sounding the same. Jharanai gave me a very different canvas. The Odisha-based dairy brand has a visual identity rooted in the traditional Pattachitra art form, paired with a warm and cheeky voice. I wrote copy for its weekly social media posts and designed selected creatives, bringing its products, farm stories and topical moments to life. My approach was to find a playful observation in every brief and turn it into a simple line that worked seamlessly with the illustration. From pampered Holstein cows to festive cultural moments, the content used humour and wordplay without losing the brand’s sense of quality or its connection to Odisha.