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Ganesh Grains says ‘Khao Fresh, Jiyo Fresh’ in new campaign

Conceptualised by Kolkata-based independent agency SoS Ideas, the TVC shows how fresh food can mark a fresh beginning

Click on the Image to watch the TVC.

Ganesh Grains, a processed food grains brand, has launched a new campaign ‘Khao Fresh, Jiyo Fresh’ for its product, Whole Wheat Chakki Atta, comprising a TVC showcasing 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 at 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. 

Conceptualised by Kolkata-based independent agency SoS Ideas, the TVC was directed by filmmaker duo Namita Roy Ghose and Subir Chatterjee.  

Manish Mimani

Manish Mimani, Managing Director, Ganesh Grains, 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.” 

Souvik Misra

Souvik Misra, Creative Head and Founder of SoS Ideas, said, “As a brand, Ganesh carries great equity among its customers in the East. The new campaign is meant to project the brand as a major national player.”

Madison’s Platinum Media is the Media Agency on Records will launch the campaign across TV, outdoor, cinema, digital, radio and print in East India and across multiple languages.

The TVC and the campaign will be launched across all leading GEC channels in multiple languages in December.

The TVC:


Creative Agency: SoS Ideas

Executive Creative Directors: Souvik Misra, Soubhik Payra

Creative Director: Sourya Deb

Account Director: Anirban Sarkar

Account Executive: Arijit Chakraborty

Film Director: Namita Roy Ghose, Subir Chatterjee

Production Agency: Vistas

Media Agency: Madison Media

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