Aashirvaad turns ‘Kya Kha Ke Aaya Hai?’ into protein pitch

MUMBAI: Every Indian has heard the phrase before usually after someone smashes a six, outruns everyone on the field or suddenly turns into an unstoppable force at family cricket. “Kya kha ke aaya hai?” Now, Aashirvaad believes it finally has an answer. ITC’s Aashirvaad Atta with High Protein has launched a new campaign built around the popular phrase, repositioning it as a cultural shorthand for strength, energy and everyday performance rather than just playful exaggeration.

Titled ‘Kya Kha Ke Aaya Hai?’, the campaign attempts to simplify India’s growing protein conversation by moving it away from supplements and gym culture, and straight onto the dining table through something as familiar as roti.

Set against the backdrop of the IPL season, the campaign uses high-energy cricket moments and everyday life situations to deliver a simple message: consistent nutrition, not complicated lifestyle overhauls, powers performance.

The films open with dramatic moments of unexpected energy and achievement, followed by the familiar reaction, “Kya Kha Ke Aaya Hai?” The punchline arrives with an intentionally ordinary answer, roti.

But not just any roti.

The campaign spotlights Aashirvaad Atta with High Protein, which combines wheat with 10 per cent soya, Bengal gram and oats to deliver approximately 15g of protein per 100g while retaining the softness and familiarity associated with regular rotis.

According to the company, three rotis made using the atta can contribute nearly 25 per cent of an individual’s daily protein requirement.

The larger play here is cultural rather than nutritional alone.

Protein consumption has become one of India’s fastest-growing food conversations over the last few years, fuelled by fitness culture, wellness trends and rising health awareness. But despite the buzz, protein still largely remains associated with athletes, bodybuilders and specialised nutrition products.

Aashirvaad’s campaign attempts to dismantle that perception by rooting protein intake in everyday Indian eating habits rather than lifestyle aspiration.

“At Aashirvaad, we wanted to go beyond a communication campaign and create a cultural trigger,” said ITC Ltd business unit chief executive for Staples Anuj Rustagi.

“For a long time, protein has been seen as something that requires effort, change or supplementation. Our endeavour is to simplify that thinking to show that something as familiar as roti can play a meaningful role in meeting daily protein needs,” he added.

Importantly, the campaign extends the idea of “performance” beyond sports. Alongside IPL-style cricketing moments, the films also portray children, parents and working adults navigating busy everyday routines subtly widening the definition of strength from athletic achievement to daily resilience.

That positioning reflects a broader trend currently reshaping India’s food industry: the rise of “better-for-you” everyday staples.

Rather than asking consumers to dramatically change their diets, brands are increasingly embedding health claims into products people already consume daily from protein oats and fortified milk to healthier atta and breakfast staples.

And in a market where convenience often beats complexity, Aashirvaad appears to be betting that India’s next protein shift may not begin in protein shakers or nutrition aisles, but in the most familiar place possible the roti basket.

Aashirvaad Atta with High Protein is currently available across e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata in 1kg and 5kg packs, priced between Rs 80 and Rs 86 for 1kg SKUs and Rs 386 to Rs 416 for 5kg variants depending on the city.