Mumbai: As awareness around protein consumption continues to grow across India, Aashirvaad Atta with High Protein has launched its latest campaign, ‘Kya Kha Ke Aaya Hai?’, aimed at encouraging consumers to view protein as an integral part of their daily diet rather than a specialised nutritional requirement.
The campaign reimagines the popular Indian expression “Kya Kha Ke Aaya Hai?” as a cultural cue associated with strength, energy and performance. Through a series of IPL-themed films, the brand highlights how everyday food choices can contribute to better nutrition and sustained performance.
Built on the insight that extraordinary performance often prompts the question “Kya Kha Ke Aaya Hai?”, the campaign provides a simple answer rooted in Indian households — roti. By connecting protein intake with a staple food consumed across the country, Aashirvaad seeks to make protein consumption more accessible and relevant to everyday life.
The campaign arrives at a time when protein has become a growing topic of discussion among Indian consumers. Traditionally associated with athletes, fitness enthusiasts and supplements, protein is increasingly being recognised as an essential nutrient for the broader population. Aashirvaad Atta with High Protein aims to bridge this gap by integrating protein into a familiar daily meal.
The product is formulated using a blend of wheat, 10% soya, Bengal gram and oats, delivering approximately 15 grams of protein per 100 grams while maintaining the taste and softness associated with traditional rotis. According to the brand, three rotis made using the atta can provide nearly 25% of an individual’s daily protein requirement.
Set against the backdrop of the ongoing IPL season, the campaign films use humour and relatable situations to demonstrate how everyday nutrition can contribute to performance, whether on the cricket field, in the workplace, at school or within the home. The narrative extends beyond sports, positioning protein as a key contributor to everyday strength and energy.
Commenting on the campaign, Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd., said, “With Kya Kha Ke Aaya Hai?’ we wanted to go beyond a communication campaign and create a cultural trigger. For a long time, protein has been seen as something that requires effort, change or supplementation. Our endeavour is to simplify that thinking – to show that something as familiar as roti can play a meaningful role in meeting daily protein needs. Through this campaign, we are reinforcing that better performance and everyday strength begin with small, consistent habits at home.”
Through the initiative, Aashirvaad aims to encourage Indian consumers to rethink their approach to protein consumption and recognise the role everyday foods can play in meeting nutritional requirements.
Aashirvaad Atta with High Protein is currently available in 1 kg and 5 kg packs across major e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata. Pricing starts at ₹80–86 for the 1 kg pack and ₹386–416 for the 5 kg pack, depending on the city.
