Aashirvaad Atta was introduced and launched in the year of May 2002. ITC made its entry into the branded Atta segment. Within a short time, Aashirvaad became the number one branded packaged atta across the country. ITC Ashirvaad is India’s No:1 packaged atta brand, trusted by more than 2.5 crore Indian households.
Recently ITC Aashirvaad Atta has launched a Television commercial (TVC) campaign entitles “Maa Tujhe Maan Gaye” a tribute to motherhood. The campaign shows the role of the mother in the family and how even in the lockdown times, she is the same, caring for everyone. This campaign expresses sincere gratitude to mothers on behalf of every Indian household. The concept of the campaign was conceptualized by the advertising agency, McCann World Group.
The campaign shows a one-minute video. The video has received more than five million views on YouTube within two days of the campaign launch.
The ad film inherently shows an emotional connection with “Har Maa Ek Aashirvaad Hae” which means “every mother is a blessing”. The campaign has captured different Indian households and ordinary daily tasks. The film draws the sequence from the kitchen scene, drawing room to dining, and her lockdown birthday. Is shows, how difficult it is to be a mother and how effortlessly she does her role while each of us feels difficult to do what she does. The ad has beautifully concentrated in capturing the moments stressing the role of a mother in all circumstances. It shows the different roles of mother and how she lends help and provide support at all times in life. The positive habits and values that we gather at home during this lockdown are not to forget.
Head of Marketing, Staples, ITC Foods, Vivek kookkal said that the campaign is a tribute to all mothers. It is an expression of sincere gratitude and appreciation to all mothers who makes a huge effort to keep their families healthy and safe. In the current ongoing Pandemic, all are adapting to a new normal life. We spend more time with family and there grows a realization of appreciation for the invaluable contribution of our mothers in our day-to-day lives.
The ad film with the tagline “Maa Tujhe Maan Gaye”, shows how mothers handle each and every situation in life for her family it also shows how she keeps the interests of others before her and no matter what the situation is, she keeps everyone motivated and smiling.
