Summary
Aashirvaad Select Atta revolutionized the perception of its premium 100% MP Sharbati wheat product through the "Banaye Har Din Khaas, Gehun ka Sartaaj" campaign. By blending the romance of great-tasting rotis and the functional advantage of prolonged softness, the brand captured both emotion and utility. Leveraging culinary influencers and a targeted digital approach, the strategy resulted in a remarkable brand growth truly ensuring the journey of the brand from Occasional Indulgence to Everyday Essential.
Challenge
Aashirvaad Select Atta is one the premium offerings in the Atta category, as it is made from 100% Sharbati wheat handpicked from MP resulting in rotis that stay softer for longer. Because of the premium, the challenge remains that consumption is restricted to special occasions. Given this premium proposition, the understanding from the market is that there is a smaller, stronger market holding for such an offering, making it important for us to target the relevant audience instead of going to the masses & increase brand awareness in the TG. The campaign objective with the new communication of ‘Banaye Har Din Khaas, Gehun Ka Sartaj' hence was to identify and reach the relevant consumer, and enable them to appreciate the superior product benefit of using 100% Sharbati Atta over their regular atta, by proposing that rotis made with this atta can elevate everyday meal experience. This was the first ever Digital led campaign for the brand. The earlier campaigns were mix of Offline and Online channels with higher skew on Television. The spend salience changed from 14% to over 70% spends on Digital Media for Awareness. The cross-digital media campaign helped in delivering focused reach in identified consumer cohorts.
Objective
Roti has always been an integral part of our daily lives, yet it has not received the credit it deserves. Aashirvaad Select Atta aimed to highlight the importance of the humble roti and enhance the everyday meal experience for consumers. Despite being made from 100% MP Sharbati wheat, the product faced a unique challenge – it was perceived as premium, like Basmati rice, and was often reserved for special occasions. To change this perception, we launched the "Banaye Har Din Khaas, Gehun ka Sartaaj" campaign, transforming the brand from an occasional indulgence to an everyday essential.
Strategy
Our core TG consisted of affluent females aged 25-54 in India's Top 20 cities, categorized as P1 and P2 based on business importance. Consumer research led us to identify key personas: convenience seekers, family-focused & care givers. Utilizing interest and behavioral targeting, we created media-targetable user cohorts - Homemakers, Mothers, and Working Professionals. To maximize unique reach, each cohort was made mutually exclusive. We reached out to our core TG through two distinct communication strategies. The first built on the provenance story of "Great-tasting rotis" made exclusively from 100% MP wheat. The creative added a touch of romance to the meal experience by having the protagonist recite poetry "rotiyan itni naram kis dil khush ho jaye; iss roti se hum roz ishq farmayein". The second communication focused more on the functional USP of "rotis made with Select atta stay softer for longer". This enabled us to reach out to working professionals like us who could relish soft rotis as part of their daily lunch boxes. To reinforce the brand messaging we enlisted the support of influential voices of the culinary world from the likes of Pankaj Bhadouria a MasterChef India winner and a celebrity chef; Meghna who runs a food channel by the name of Meghna's Food magic on YouTube among others. These trusted voices helped us building further credibility and building brand advocacy. We also leveraged consumer insight tools like GWI to gain deep understanding of our target audience's media consumption patterns and habits. This crucial data-driven approach allowed us to make informed decisions in crafting the right media mix for our campaign. With targeted communication Digital channels became our primary media platforms for dissemination and a high decibel multi-platform Digital campaign was launched across Meta, YouTube, CTV partners and OTT players.
Data
Client business had High Awareness yet selective usage restricted around special occasions & hence low share within the category. As a direct upshot of the campaign's effectiveness, Aashirvaad Select Atta experienced substantial growth in its business metrics. The brand at an overall level grew by almost 17%; also the media mix has changed drastically with and earlier 55% spends going on Television which has now come down to just 14% that also going on HD channels and digital growing from an earlier 17% to now a staggering 62% of spends. So the brand is really investing in being present where the consumer is!
Solution
Results
The strategy of targeted relevant communication, deployment of influencers and usage of right channels helped the brand achieve a 10 point increase in Spont Awareness and overall QoQ 15% increase in Sales value reflecting higher revenue generation and 9% growth in sales volume indicating that more consumers started choosing Aashirvaad Select Atta as their preferred atta for daily use thereby producing tangible business results for the brand.
