Aashirvaad Atta: Getting rice devotees to fall in love with wheat flour

Monica Reddy, Abhijith Shetty

Wheat flour (atta) brand Aashirvaad ran a multichannel engagement and education campaign to drive frequency and grow sales in southern India.

Campaign details

Brand: AashirvaadBrand owner: ITCEntrant company: McCann - IndiaIdea creation: McCann BangaloreMarket: AsiaSector: FoodMedia channels: Voice, Chatbots, Radio & audio, Content marketing, Social media, Merchandise & free gifts, Point-of-purchase, In-store, Competitions & contests, Sponsorship - media, Mobile & apps, Word of mouth, Influencers, KOLs, Websites & microsites, Events & experiential, Online video, Newspapers, Packaging & designBudget: Over 20 million

Executive summary

Culturally, the north and south of India are very different. And nowhere is this more evident than food. Wheat flour, called atta, is...

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