ITC Aashirvaad, a packaged atta and spices brand, collaborates with PAD, a south Indian advertising agency, for its latest campaign targeting the Telugu consumers.
The ad film highlights the importance of Aashirvaad spices in everyday life albeit for young hostelers or families. Steering away from the usual functional approach, the film aims to establish a deeper connection by capturing the region’s unique flavors, culture, and heritage.
The nostalgic jingle uses local idioms and phrases banking on the concept of adding spices to slices of everyday life.
Watch the film here:
Vivek Reddy, Co-founder and Creative Director, PAD, remarked, “The success of an ad campaign lies in the lasting impression it has on the consumer. The essence of which lies in storytelling and establishing connection. Aashirvaad Spice’s commitment to taste and quality has made it a part of everyday lives in Telugu Households.
By combining both, we wanted to reach the last mile consumer. The regional play of the word “Kaaram” and its insert in various-yet-relatable scenarios is the pulse of this film. We’re thrilled to see it’s being well received. At PAD, we believe that hyper-local and regional stories are the key to building effective brand awareness.”
