Mumbai: Ghodawat Consumer Ltd. (GCL), the FMCG arm of Sanjay Ghodawat Group, has announced the launch of its new campaign for STAR Chakki Fresh Atta, built around the emotional thought — “Pyaar Se Bani, Mehnat Ki Roti.” The campaign pays tribute to the silent dedication of mothers, the unsung heroes behind every wholesome meal, while reinforcing STAR Atta’s promise of purity, freshness, and authentic taste.
To strike a deeper cultural chord, GCL has roped in popular Marathi television actress Kalyani Jadhav as the face of the campaign. The initiative follows the successful rollout of STAR Refined Oil’s campaign featuring Raveena Tandon, marking another step in strengthening consumer connect and brand recall.
The campaign will be promoted through a 360-degree media strategy including theatres, in-store branding, regional newspapers, radio, billboards, sampling activations, and social media channels, ensuring maximum consumer touchpoints.
Speaking on the campaign, Salloni Ghodawat, CEO, Ghodawat Consumer Ltd., said, “STAR Chakki Fresh Atta is not just a product; it’s a reflection of the dedication and love found in every kitchen. Through the ‘Pyaar Se Bani, Mehnat Ki Roti’ campaign, we aim to honour these everyday efforts while delivering our promise of purity, freshness, and authentic taste in every pack. This campaign is an emotional bridge that connects the brand with every household that values tradition and trust.”
Shubham Shukla, Marketing Head, Ghodawat Consumer Ltd., added, “The tremendous response to STAR Refined Oil’s campaign with Raveena Tandon has given us a solid foundation of trust across consumers and trade partners. With ‘Pyaar Se Bani, Mehnat Ki Roti’, we are amplifying that connection through a story that resonates with every household. Kalyani Jadhav’s onboarding brings regional authenticity and strengthens our outreach in key markets. More importantly, this campaign equips our sales team with a powerful narrative — enabling them to drive impactful conversations at retail, boost visibility, and build STAR’s position as a brand that celebrates everyday efforts with pride.”
The campaign brings alive its message through two heartfelt films. The first follows a young mother who finds meaning in the daily effort of making rotis, as she nourishes her family with soft, wholesome STAR Atta rotis — made from premium MP wheat and free from maida. The second film portrays a tender exchange between a mother and daughter after a tough Sports Day, where love is expressed not through words, but through the warmth of a freshly made roti.
