Mumbai: Organic Tattva has launched its latest integrated campaign featuring brand ambassador Kareena Kapoor Khan, championing the concept of ‘Shuddhasana’—a philosophy that places equal emphasis on pure food and mindful living as the foundation of holistic wellness.
The campaign underscores a shift in how modern consumers perceive health, highlighting that while yoga and fitness routines have become integral to daily life, true wellbeing lies in balancing physical activity with clean, nourishing food choices. Through this narrative, the brand encourages Indian households to look beyond exercise and focus on everyday dietary decisions.
At the heart of the campaign is a film that draws parallels between popular yoga postures like Padmasana and Tadasana, suggesting that physical practices remain incomplete without ‘Shuddhasana’—the conscious consumption of organic, chemical-free food.
Kareena Kapoor Khan, brand face for Organic Tattva Rice and Pulses range said, “For me, wellness has always been about balance. A daily dose of yoga keeps me centered, but what truly completes it is the food I eat. I love simple, home-cooked meals like dal chawal, khichdi and even the occasional indulgence like biryani. Knowing that the ingredients I cook with are pure and organic gives me peace of mind for my family. That’s why I trust Organic Tattva. It’s about making small, mindful choices every day that lead to a healthier and happier life.”
Positioning itself at the intersection of nutrition and lifestyle, the campaign also highlights the brand’s QR code-based traceability system, allowing consumers to scan product packaging and access detailed quality reports—an initiative aimed at reinforcing transparency and trust.
Rohit Mehrotra, CEO, Organic Tattva, said, “Eating pure and organic is not just a concept, it’s a lifestyle choice. At Organic Tattva, we believe that true wellness comes from the right balance of good food and an active lifestyle. Through the idea of Shuddhasana, we want to inspire Indian households to consciously choose purity, transparency and organic ingredients in their everyday meals.”
With the message, “Switch to Purity. Switch to Organic Tattva,” the campaign targets modern Indian families—particularly mothers—who prioritise safety, quality and authenticity in their food choices.
Through ‘Shuddhasana’, Organic Tattva aims to build a stronger cultural connection with consumers, positioning organic eating not just as a trend, but as an essential pillar of a balanced and mindful lifestyle.
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