ITC Aashirvaad: Breaking traditions to strengthen bonds

Flour producer Aashirvaad used TV, digital, social media and on-ground sampling to launch its ready-made Koora Karam spice mix in South India and, in the process, created a new category.

Campaign details

Brand: ITC AashirvaadBrand owner: ITC Ltd.Lead agency: McCann Worldgroup IndiaContributing agency: The Brand PalMarket: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Competitions, contests, Point of purchase, in-store, Product sampling, Social media, TelevisionBudget: Up to 500k

Executive summary

An Indian’s love for spice is no secret. But a South Indian’s relationship with their spice is very complex and personal.

Unique to South India is the fact that the mother in each household creates their personal spice mix blend at home. These recipes are coveted and handed...

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