Aashirvaad Atta has unveiled its new campaign ‘Likh ke Le Lo’ to offer consumers with detailed insights into quality parameters of atta. Consumers today are more conscious about the food products they consume and often seek information on ingredients, sourcing, etc to assess the quality. To address this, Aashirvaad’s initiative aims to instil confidence in the minds of consumers.
Aashirvaad brings personalised ‘Quality Certificate’ to foster transparency and trust. Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their atta pack.
In the film, actor Rupali Ganguli goes grocery shopping and for each item she picks, the shopkeeper makes tall claims about the quality. In each instance, she Ganguli asks the shopkeeper if he can back up his claims in writing, which he cannot. However, when she picks a packet of atta, he tells her he can, because the company itself is giving its quality assurances in writing.
The quality certificate from Aashirvaad Atta includes information on sourcing, grinding, purity and cleanliness.
Anuj Kumar Rustagi, COO, Staples & Adjacencies, ITC Foods, said, “Aashirvaad’s legacy of quality and purity takes a giant leap with the ‘Likh ke Le Lo’ campaign. This symbolises our unwavering commitment to delivering whole wheat atta of the highest standards. This certificate not only assures consumers of our quality standards at every step, but also empowers them with information to evaluate their current choices. We believe this initiative will redefine consumer expectations, setting a new industry benchmark.”
Actor Rupali Ganguly said, “Like millions of households in India, Aashirvaad has been part of our home for years. I admire the brand’s commitment to provide the best quality products and encourage consumers to eat better. The ‘Likh Ke Le Lo’ campaign, is yet another innovative approach by Aashirvaad to ensure that consumers make better choices for themselves and their families. I am extremely happy to associate with Aashirvaad in their journey to educate and empower consumers.”
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