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National Dairy Development Board has begun a nationwide campaign ” farmers’ first” calling upon those living in cities to support dairy cooperative brands owned by farmers organizations. The initiative the board feels will help farmers deal successfully with their present difficult situation, reports Business Standard.

It is a three month campaign that is likely to be extended later.

NDDB is likely to use the whole gamut of media tools including newspaper print adds, hoardings, and video messages through different mediums, social networking, posters, banners and leaflets for the campaign across cities or towns in the country.

All India Radio is the radio partner for this campaign in the public interest while actor Nana Patekar is the voice of this campaign.

Chairman of NDDB said the campaign aimed to make consumers aware of the role of farmers in their day-to-day lives.