Mumbai: ITC Ltd’s Aashirvaad Masalas, a staple in Telugu households, has announced Tollywood star Nani as its brand ambassador for Andhra Pradesh and Telangana. Known for his authentic performances and magnetic screen presence, Nani resonates strongly with the cultural ethos of the region, making him an ideal face for a brand that prides itself on boldness, authenticity, and flavour.
The collaboration aims to strengthen Aashirvaad Masalas’ footprint in the southern market, celebrating the richness of Telugu cuisine and the unsung heroes behind every flavourful dish—the homemakers.
In line with this association, Aashirvaad Masalas has launched a new television commercial (TVC) under the regional campaign “Dammu Meede, Star Meere”, meaning ‘You have the dum, you are the star’. The campaign is a tribute to homemakers who consistently serve up Dumdaar meals with skill and passion. It showcases how Aashirvaad Masalas, with its high-quality and flavour-packed range, elevates everyday cooking into a celebration of heritage, taste, and love.
Piyush Mishra, Business Head, Spices, ITC Ltd., shared his excitement about the collaboration, “We are thrilled to have Nani as the brand face of Aashirvaad Masalas. His cultural affinity and genuine connection with Telugu audiences make him the ideal choice to represent our brand. With our new and improved Aashirvaad Masalas, we have recrafted our blends to deliver richer colour and stronger taste, ensuring every dish is packed with bold flavours and strong dum. Through this campaign, we aim to strengthen our bond with Telugu homemakers, who take immense pride in creating delicious meals for their families and are, in every sense, the true stars of their kitchens. The slogan ‘Dammu Meede, Star Meere’ beautifully captures the confidence and joy that Aashirvaad Masalas bring to every home.”
Speaking about the partnership, Nani stated, “I am delighted to be the face of Aashirvaad Masalas, a brand that has a trusted name in the region for its commitment to quality and taste. This campaign is special because it not only showcases the vibrant flavours of our regional cuisine but also celebrates the love and dedication of Telugu homemakers. I look forward to this collaboration.”
The TVC will be showcased across leading regional TV channels and digital platforms including YouTube, Facebook, and Instagram, ensuring maximum reach and engagement.
Whether it’s basic spices like turmeric and chili powder, blended spices crafted for signature recipes, or whole spices for unbeatable aroma and freshness, Aashirvaad Masalas continues to offer the dum that every Telugu kitchen deserves.
