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 RelationsBrand: 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 in it.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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands