Mumbai: In a significant and unique move, Aashirvaad Atta unveiled its new campaign 'Likh ke Le Lo’ which is aimed to empower consumers with detailed insights into crucial quality parameters of atta. This is expected to help them make informed choices.

Consumers today, are more conscious than ever about the food products they consume and often seek information on ingredients, sourcing, etc to assess the quality of the same. For a food category like atta, where a significant proportion of households are still using the unbranded formats, Aashirvaad has come out with an industry-first initiative to instil confidence in the minds of the consumers and allay any fears they might be harbouring; right from concerns related to the quality of the wheat being used, how clean it is, how it is ground to whether it has any maida added.

As a responsible market leader in the branded atta segment, Aashirvaad brings personalised ‘Quality Certificate’ to foster transparency and trust. Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their own atta pack, reinforcing the brands’ pledge to unmatched quality.

The certificate covers information highlighting journey of excellence from grain to atta -

Sourcing: Aashirvaad Atta meticulously sources wheat from the states of Uttar Pradesh, Madhya Pradesh, and Punjab which then undergoes 40+ quality control tests

Grinding: A rigorous three-step cleaning process is undertaken to ensure that the wheat has no form of impurities. It then goes through traditional stone chakki grinding which ensures high water absorption leading to softer rotis.

Purity: Aashirvaad comes with the purity promise of 100% atta and 0% maida

Cleanliness: Packed with precision and untouched by hands, Aashirvaad Atta is packed in the most hygienic process ensuring controlled moisture levels, giving a shelf life of up to three months.

Speaking on the campaign, ITC Foods COO staples & adjacencies Anuj Kumar Rustagi said, "Aashirvaad's legacy of quality and purity takes a giant leap with the 'Likh ke Le Lo’ campaign. This symbolizes our unwavering commitment to delivering whole wheat atta of the highest standards. This certificate not only assures consumers of our quality standards at every step, but also empowers them with information to evaluate their current choices. We believe this initiative will redefine consumer expectations, setting a new industry benchmark."

To further amplify the campaign and convey the message to consumers effectively, Aashirvaad has roped in the popular TV star Rupali Ganguli and curated a TVC campaign. Here, she will be seen assessing the ‘Quality Certificate’ feature of Aashirvaad Atta.  

Speaking on the association with Aashirvaad, Rupali Ganguly said “Like millions of households in India, Aashirvaad has been part of our home for years. I admire the brand’s commitment to provide the best quality products and encourage consumers to eat better. The ‘Likh Ke Le Lo’ campaign, is yet another innovative approach by Aashirvaad to ensure that consumers make better choices for themselves and their families. I am extremely happy to associate with Aashirvaad in their journey to educate and empower consumers”.

Steps to receive the Aashirvaad ‘Quality Certificate’

●   Scan the QR code on the pack

●   Consumers will be directed to dedicated a WhatsApp chatbot

●   Share the pack's unique identification code and download the ‘quality certificate’