Ad Campaigns
ITC Ltd.’s Aashirvaad Atta with Multigrains releases its new campaign ‘Happy Tummy for a Happy You’
MUMBAI: Aashirvaad Atta, the market leader and one of India’s most trusted atta brands has released their new communication campaign ‘Happy Tummy for a Happy You’ for its Multigrains variant. Aashirvaad Atta with Multigrains is high in fibre which aids digestion, improves gut health and keeps the tummy happy. The new campaign takes a light-hearted narrative on the prevailing day-to-day gut issues faced by many consumers. The brand aims to create awareness about the necessity and benefits of adopting fibre rich food in one’s daily diet by including a fibre rich and dense staple like Aashirvaad Atta with Multigrains.
TVC Links –
https://www.instagram.com/p/B7jK_lvBwEO/?utm_source=ig_web_copy_link
https://www.facebook.com/Aashirvaad/videos/188573519005096/
The TVC opens with curious parents and their child who is facing a digestion problem and how this becomes an everyday conversation between them. It showcases the everyday struggle this family faces until the home-maker decides to include Aashirvaad Atta with Multigrains in their diet. The final frame comes as a pleasant relief to viewers as the child and parents celebrate ‘Happy Tummy’, thanks to the new high-in-fibre diet.
According to Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks & Meals, ITC Ltd Foods Division, “Aashirvaad has been always committed to helping the Indian mother present a wholesome meal to her family. Our value added atta variant, Aashirvaad Atta with Multigrains is made with the choicest of wheat grains selected from fields across the country and 5 added grains to give the family wholesome goodness in tasty rotis. The extra fibre in Aashirvaad Atta with Multigrains aids digestion, making it a healthy option, while the extra protein helps build strength; vitamins build immunity.”
According to Ms. MeeraJyothisPrem, Creative Lead, McCann World Group Advertising, Bangalore, “Moms can’t keep their kids away from junk food. This means lower intake of fibre rich food. Leading to an ever increasing problem in urban homes today; constipation. On the other hand ‘Multigrain’ seems to have lost its sheen because it is seen as something that just provides overall well-being and doesn’t call out any singular benefit. While the truth is that, Aashirvaad atta with Multigrains does provide a fibre-rich diet, which makes for a perfect solution for Mommy’s morning woes! So we decided the twain should meet! ‘Hua-kya’ is a question that haunts children every morning, while parents chew on their nails anxiously and wait for the right answer. The ad plays out this every day, real-life drama, charmingly and the brand comes in beautifully to ‘flush-out’ a real problem that plagues parents today”.
The campaign has launched in pan India with the new TVC airing on the television and digitally on Google Display Network and YouTube.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
