Indiantelevision.com Team

(18 Decemeber 2006 8:00 pm)

MUMBAI: General Mills India (GMI) has adopted a new approach to driving the whole wheat atta category consumption in South India, with its' fresh regional television campaign on its' flagship brand Pillsbury Chakki Fresh Atta (PCFA).

The campaign attempts to break the code of conventional atta advertising, with a new message and using a cricketing icon, who is synonymous with 'energy'.

Created by Saatchi & Saatchi, the campaign was unveiled across the Southern region, in Tamil, Telegu, Kannada, Malayalam and Hindi languages. This is supported by a television regional media campaign designed by Starcom across channels in the South, along with an "in store" visibility campaign, informs an official release.

Preceeding the launch, the brand had observed that atta usage and consumption was on the rise in South India, traditionally a rice eating zone, as consumers have started incorporating whole wheat chapatis/rotis into their diet for health reasons.

While the household penetration of branded atta in the South is higher than the national average, the consumption is about 25 per cent of the national level. There is an opportunity to increase awareness of the benefits of consuming three chapatis every day because of vitamins, minerals and fibre that are naturally present in whole wheat.

This campaign helps to promote the company's vision of "Enriching Lives through Food", by offering consumers' products that are healthier, easier and richer.