MUMBAI: Ganesh Grains, East India’s processed food grains brand, has announced the launch of a new campaign ‘Khao Fresh, Jiyo Fresh’ for whole wheat chakki atta. Conceptualised by Kolkata-based independent agency SoS Idea, the campaign comprises a TVC that showcases the superior quality of the atta and how it leads a family to make every day a fresh start.

Featuring a young man as the protagonist, the TVC starts with a nuclear family having breakfast, while the mother serves the father and son with fresh homemade rotis. The son mentions a bike rally he will be going for, to which his father, now bound to a wheelchair, reminisces his good old days when he had entered multiple bike rallies. He points to an old picture of himself and says he would have still aced any bike rally if he had ‘Moti’, his vintage bike, by his side. The fresh food on the table inspires the son to come up with a fresh idea that would mark a fresh beginning for the entire family.  

Ganesh Grains managing director Manish Mimani said, “Ganesh Whole Wheat Chakki Atta is one of our most loved products and has been continuously growing over the last few years. The essence of our product, which is its freshness, has beautifully been captured in the TVC.  We believe that the film will resonate with the young and older generation alike and the audience will find the message of starting fresh, inspiring.”

Madison’s Platinum Media is the Media Agency on Records and is all set to launch the campaign in a big way across, TV, Outdoor, Cinema, Digital, Radio and Print in East India and across multiple languages.