Aashirvaad Atta unveiled its campaign ‘Likh ke Le Lo’ which is aimed to empower consumers with detailed insights into the quality parameters of atta.
“Aashirvaad’s legacy of quality and purity takes a giant leap with the ‘Likh ke Le Lo’ campaign. This symbolises our commitment to delivering whole wheat atta of the highest standards. The certificate not only assures consumers of our quality standards at every step but also empowers them with information to evaluate current choices,” Anuj Kumar Rustagi, COO, staples and adjacencies, ITC Foods said.
Aashirvaad brings personalised quality certificates to foster transparency and trust. Aashirvaad Atta sources wheat from the states of Uttar Pradesh, Madhya Pradesh, and Punjab which then undergoes 40-plus quality control tests. Moreover, a rigorous three-step cleaning process is undertaken to ensure that the wheat has no form of impurities. It goes through traditional stone chakki grinding which ensures high water absorption leading to softer rotis. Furthermore, it comes with the purity promise of 100% atta and 0% maida and is packed with precision in the most hygienic process ensuring controlled moisture levels, giving a shelf life of up to three months.
To further amplify the campaign and convey the message to consumers, Aashirvaad has roped in TV star Rupali Ganguli and curated a TVC campaign.