Aashirvaad Atta: Taking fake news head on – Channelizing into brand growth

Aashirvaad Atta, India's No 1 branded atta, tackled a potentially damaging viral 'fake news' video that threatened its reputation with a 'Brand Voice' counter-campaign.

The Marketing Objective

The health of a nation depends on the quality of food it eats. And over the years ITC has been working to create the best quality food products especially in the area of daily consumption through superior agri-sourcing, cutting-edge R&D & world-class manufacturing, starting with one of the core essentials of every Indian diet- Atta.

Launched in 2002, Aashirvaad Atta has revolutionized the process of atta production in India delivering chakki quality atta which is pure and of the highest quality. This made Aashirvaad Atta India's No 1 branded atta, enjoying high level of trust among consumers....

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