Aashirvaad gives consumers 'quality certificate' for Atta in new campaign

Aashirvaad Atta has unveiled its new campaign 'Likh ke Le Lo’ which is aimed to empower consumers with detailed insights into crucial quality parameters of atta. The campaign is expected to help them make informed choices.

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.

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.

Anuj Kumar Rustagi, COO, Staples and Adjacencies, ITC Foods, 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 actor Rupali Ganguli and curated a TVC campaign.

Speaking on the association with Aashirvaad, 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”.

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