Campaign details
Brand: AashirvaadBrand owner: ITC Ltd.Lead agency: Wavemaker India, Kantar IndiaCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Online video, Print, Public relations, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Through its revolutionary process of flour production, Aashirvaad distributes chakki-ground, mill-quality flour across India, making it popular and trusted among consumers. As the category is a nascent one, the marketing objective was to increase penetration.
However, in 2017, a dubious video was going viral. It showed the atta (flour) dough being washed many times...