India: Aashirvaad launched a new TV campaign featuring Rupali Ganguly in a heart-warming ad set during monsoon, showcasing the joy of family bonding over crispy pakoras made with Aashirvaad Bikaneri Besan.
Aashirvaad Bikaneri Besan is made from 100% chana dal sourced from Bikaner, Rajasthan, and processed using advanced Air Classifier Mill (ACM) technology to maintain aroma and consistency. It undergoes 45+ quality tests for hygiene.
Aashirvaad Besan gives a smooth luscious lump free batter that mixes easily during preparation stage which leads to visually appealing and delicious dishes. The product essence is captured in a very slice of life family TVC topped off with a tagline, “Aashirvaad Bikaneri Besan – Swaad KhubBhaaye, Ghaanth Nahi Bas GhultaJaaye,”, emphasising the product’s promise of a lump-free, batter that enhances the flavour and texture of your dish.
Speaking about the new campaign, Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd., said, “Through our new TVC, we are not just showcasing the product Aashirvaad Bikaneri Besan, but also celebrating the moments that make family bonding special. Our commitment continues to be in providinggreat quality offerings that helps cherish such memorable family moments, and we believe this campaign will be well-received by our consumers.”
Aashirvaad, a trusted household name in wheat and staples, entered the Besan segment in March 2023. By 2024, it expanded nationwide, except in North Eastern states and Kerala. Aashirvaad Bikaneri Besan is sold in 1kg and 500g packs at retail stores across India and online on itcstore.in, Blinkit, Swiggy Instamart, Flipkart, Amazon, and Big Basket.
TVC Link:
Credits
Agency: McCann Worldgroup
Director: Sharat Katariya
Production House: Lucifer Circus
