Mumbai: ITC’s Aashirvaad Masala has brought the magic of Telugu cinema into homes with its campaign “Dammu Meede, Star Meere”, starring Natural Star Nani. Designed to celebrate Andhra-Telangana’s twin passions—Dumdaar food and cinema—the campaign places homemakers at the centre stage, honouring their culinary skills with a superstar’s recognition.
“Imagine sitting in a packed theatre, and Nani himself calls your name, points out your seat, and admires your poster—that’s the kind of superstar moment we wanted to gift our homemakers,” said Piyush Mishra, Business Head, Spices, Foods Division, ITC Ltd. The reactions have been electric, with families cheering as mothers, sisters, and wives are celebrated like true cinema stars.
The campaign’s AI-powered WhatsApp bot has already engaged over 1 lakh participants since June, allowing users to create personalised movie posters with Nani across genres such as romance, comedy, thriller, and action. Winners don’t just get movie tickets—they watch themselves on the big screen while Nani personally acknowledges their co-star poster, making every kitchen story a cinematic moment.
With “Dammu Meede, Star Meere”, Aashirvaad Masala shines a spotlight on the strength, grace, and spirit of homemakers, proving that real magic happens both on-screen and in every household.
