ITC Ltd: The Viral Truth – As Pure As A Blessing

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Campaign details

Agency: Madison Public Relations Brand: ITC Ltd. - Foods Division

The challenge

Wheat is a staple food in India which is consumed by 132.42 crore Indians everyday for at least one meal period. In the backdrop, India's No.l branded atta (wheat flour) brand, Aashirvaad from ITC Foods was being misrepresented to contain plastic i Through various social and digital platforms, false videos disparaging the brand were being circulated. Indian consumers were being misled to believe that the reputed and credible brand is untrustworthy. Thus the principle challenge was to stop the circulation of these false videos, alter and correct the Indian mindset about what was being misunderstood as plastic in the atta is naturally found protein called 'gluten' that lends elasticity to wheat flour

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