Aashirvaad: Getting Bengalis off their lazy armchairs
Aditya Jaishankar, Ankit Sharma and Anupama Bhimrajka
Campaign details
Brand Owner: ITCLead agency: McCann EricksonBrand: AashirvaadCountry: IndiaIndustry: Food industry, marketMedia: Earned media, buzz; Events and experiential; Games and competitions; Newspapers; Outdoor, out-of-home; Product sampling; Public relations; Radio; Social media; Television; Word of mouth, advocacyBudget: Up to 500k
Market background and cultural context
Atta (Wheat Flour) is an integral part of a staple diet in most parts of India. However, West Bengal is a predominantly rice eating market.
India's No. 1...