Saatchi & Saatchi has created the new TV commercial for
Pillsbury Atta based on an insight that good food often brings
small joys to mothers in everyday lives.
new Campaign, Soft Khao, Soft Bolo, focuses on
the importance of softness of rotis.
film opens on a frightened daughter approaching her father
at the dinner table with a broken mirror from his scooter,
which she had taken out for a ride without his knowledge,
expecting to be reprimanded for her mistake. Her mother hints
at her to speak to her father after he has taken a bite of
the deliciously soft PCFA roti as she expects him to be in
a better mood after eating the soft rotis.
the daughter confesses her mistake she is in for a surprise.
Her father, instead of scolding her, tells her how it is important
to fall as thats the way one learns. The daughter is
completely surprised and at the same time relieved.
film ends with how Pillsbury makes soft rotis that help gladden
hearts and helps mom win their small joys in life.
Saatchi & Saatchi NCD Ramanuj Shastry, The idea
of softness is not just product speak but a cultural reality.
The mother is not just the nurturer but also the controller
of the family dynamics. It is her soft approach that helps
build and nurture stronger family bonds. Taking this thought
ahead, we dramatised the situation."