Athiya Shetty joins major lifestyle campaign in surprise brand collaboration

Athiya Shetty is reportedly expanding her venture approach by promoting other notable lifestyle brands.

The popular Indian actress, who has been away from the public eye after she welcomed her first baby girl with KL Rahul, has starred in Pride of Cows' new campaign, Come Over to The Greener Side.

On Wednesday, October 7th, Athiya turned to her Instagram account to share the video clip featuring herself as the new face of the Pride of Cows campaign.

In the promotional footage, she is seen as part of the brand’s refreshed lifestyle and brand evolution campaign rather than holding an equity or permanent corporate partnership.

For the unversed, Pride of Cows is a premium single-origin dairy brand owned by Parag Milk Foods.

Pride of Cows motive behind new campaign

The campaign is seemingly highlighted mindful living, nature, wellbeing, and the brand’s farm-to-home philosophy rather than acting as a traditional hard-sell commercial.

"We spend so much of our lives moving from one thing to the next," Athiya wrote in the caption of her post on Instagram.

She continued explaining, "Sometimes, all it takes is a patch of green, a basket of good things and a little time to yourself to remember there’s another way to spend a day."

Athiya Shetty's new video message

In the viral video, which echoed the similarities with Meghan Markle, who is also a lifestyle brand owner, is heard saying, "You what I loved about this place."

"You don’t really have to need it because sometimes the way you choose to live can bring a little bit of home, a little more time, a little more care, a little more goodness."

However, in the video, she is further seen drinking the bottled milk, as she continued to promote the new brand.

Athiya Shetty's key ventures

Apart from the new face of Pride of Cow, Athiya Shetty herself has key entrepreneurial ventures and startup investments, including Stage3 and Qubo.

Rather than founding a traditional company from scratch, she operates primarily as a strategic investor, creative director, and high-profile partner in fashion and tech startups.