Aashirvaad Atta, the market leader and one of India’s most trusted atta brands has released its 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.
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 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 Meera Jyothis Prem, Creative Lead, McCann World Group Advertising, Bangalore, “Moms can’t keep their kids away from junk food. This means a 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.