Campaign details

Brand: Aashirvaad
Brand owner: ITC Ltd.
Lead agency: Wavemaker India, Kantar India
Country: India
Industries: Sauces, seasonings, condiments
Media channels: Online video, Print, Public relations, Television, Word of mouth, influencers
Budget: 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 and the residue produced was misrepresented as plastic – it was actually gluten.

Mischievous elements were circulating these videos on social media, achieving scale and tarnishing the brand's reputation.