ITC Ltd.'s Aashirvaad Atta with Multigrains releases its new campaign ‘Happy Tummy for a Happy You’

The campaign strikes a chord with every urban Indian family fighting gut health issues

MUMBAI: Aashirvaad Atta, the market leader and one of India’s most trusted atta brands has released their new communication campaign ‘Happy Tummy for a Happy You’ for its Multigrains variant. Aashirvaad Atta with Multigrains is high in fibre which aids digestion, improves gut health and keeps the tummy happy. The new campaign takes a light-hearted narrative on the prevailing day-to-day gut issues faced by many consumers. The brand aims to create awareness about the necessity and benefits of adopting fibre rich food in one’s daily diet by including a fibre rich and dense staple like Aashirvaad Atta with Multigrains.

TVC Links –

The TVC opens with curious parents and their child who is facing a digestion problem and how this becomes an everyday conversation between them. It showcases the everyday struggle this family faces until the home-maker decides to include Aashirvaad Atta with Multigrains in their diet. The final frame comes as a pleasant relief to viewers as the child and parents celebrate ‘Happy Tummy’, thanks to the new high-in-fibre diet.

According to Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks & Meals, ITC Ltd Foods Division, “Aashirvaad has been always committed to helping the Indian mother present a wholesome meal to her family. Our value added atta variant, Aashirvaad Atta with Multigrains is made with the choicest of wheat grains selected from fields across the country and 5 added grains to give the family wholesome goodness in tasty rotis. The extra fibre in Aashirvaad Atta with Multigrains aids digestion, making it a healthy option, while the extra protein helps build strength; vitamins build immunity.”

According to Ms. MeeraJyothisPrem, Creative Lead, McCann World Group Advertising, Bangalore, “Moms can’t keep their kids away from junk food. This means lower intake of fibre rich food. Leading to an ever increasing problem in urban homes today; constipation. On the other hand ‘Multigrain’ seems to have lost its sheen because it is seen as something that just provides overall well-being and doesn’t call out any singular benefit. While the truth is that, Aashirvaad atta with Multigrains does provide a fibre-rich diet, which makes for a perfect solution for Mommy’s morning woes! So we decided the twain should meet! ‘Hua-kya’ is a question that haunts children every morning, while parents chew on their nails anxiously and wait for the right answer. The ad plays out this every day, real-life drama, charmingly and the brand comes in beautifully to ‘flush-out’ a real problem that plagues parents today”.

The campaign has launched in pan India with the new TVC airing on the television and digitally on Google Display Network and YouTube.

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