Putting atta on a kitchen table where rice is the staple.
A regional, vernacular creator programme that walked Aashirvaad Atta into South Indian homes through the door it was already open — festival sweets and desserts.
Sell more flour where flour isn't dinner.
ITC wanted to increase consumption of Aashirvaad Atta in the Southern Indian market — a region where atta is not a staple on the food table. The challenge wasn't awareness. It was occasion.
Rice carries the South Indian dinner. Atta does not. So a national campaign that sells "Aashirvaad keeps your rotis soft" doesn't change what gets cooked tonight — because rotis aren't on the menu in the first place.
If the goal is consumption, the question stops being "how do we sell atta?" and becomes "where does atta already belong, in this kitchen, at this time of year?"
When the staple won't move, the moment can. Festival sweets are atta's way into a rice household.
Through the dessert door.
We took the insight from research and found the best way into a South Indian kitchen — sweets and desserts around the festival season, told by regional food creators, in the language the cook actually thinks in.
Find an occasion atta already owns. Then own it harder.
Festival sweets — bobbatlu, gavvalu, halwa, idiyaappam, paratha — already use wheat. The household is already buying flour. They just don't think of it as a brand decision. The campaign turned that quiet, recurring purchase into a branded one.
- Festival-season sweets as the entry occasion
- Regional recipes — never pan-India translations
- Vernacular voiceover: Malayalam, Tamil, Kannada, Telugu, English
- Aashirvaad explicitly named in title, recipe and pack shot
Rice is dinner
Atta isn't on the daily food table in South Indian homes.
Sweets & festivals
But atta is already used in regional desserts & festival cooking.
Vernacular creators
Regional food creators in 5 languages turn atta into a brand decision.
14 voices. 5 languages. The same kitchen language.
Regional food influencers, chosen for resonance with the local audience — not for the size of their pan-India follower count.
KeralaMalayalam
Tamil NaduTamil
KarnatakaKannada
Andhra & TelanganaTelugu
Pan-IndiaEnglish
Six monthly waves. The recipes that actually moved the needle.
The campaign ran in monthly waves — each with its own bench of recipes, festival hooks, and top-performing creator videos.
One festival, every wave
Each month was anchored to a regional festival or sweet-making moment — keeping the recipes timely and the conversations relevant in-language.
Hero recipes, repeated
Mysore Bonda, Banana Bobbatlu, Atta Halwa — the videos that crossed a million views in their first weeks were re-cut and re-distributed across creator backlogs.
Pack-shot discipline
Aashirvaad Atta on the counter, in the bowl, named in the recipe title — non-negotiable across all 98 videos.
29 million views against a 10 million target. Three times the brief.
Campaign overview — Influencer activity for Aashirvaad MP Atta over a seven-month window.
Selling against the staple? Let's find the door that's already open.
We design regional, vernacular creator programmes that find the occasion a brand can naturally own — instead of buying its way past one it can't.
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