Aashirvaad Community Marketing by Convosight Case Study
for Brands

Aashirvaad is India’s No. 1 Atta brand, trusted by households 🏠 across India and believes in giving its consumers nothing but the best. Aashirvaad covers range of Atta, ghee, salt, spices and instant mixes and goes straight to the source to hand pick the finest grains 🌾 and spices to produce the best ingredients that you can use in your kitchen. The brand has a legacy of innovative products like Nature’s Super Foods, specifically made from grains such as jowar and ragi and comes with numerous health benefits.

We were super excited to bring out the oft-ignored health narrative of staples via engaging campaigns to build word-of-mouth 🗣 and advocacy for the brand.

Aashirvaad’s Objectives

The Brand wanted to create a deeper penetration of atta in South Indian markets, where food staples have been primarily dominated by rice 🌾.

Further, Aashirvaad wanted to shift the category from its current brand-agnostic stage to higher association with the brand via highlighting its USPs around superior grain type leading to more health benefits.

This could only be achieved by getting regular women to talk about the brand 🗣 as a better lifestyle/dietary choice for their families.

Our Approach

We started with understanding conversation insights & homed in on:
(a) Wheat conversations 💬 grew by over 170% in South Indian communities, the fastest in any cereal type.
(b) Wheat was the most discussed cereal in Health benefits, esp. around Heart & Gut health.
(c) Rise in Wheat based recipes with members seeking & sharing recommendations.

The goal 🎯 of the campaign was to focus on creating conversations 💬 around the benefits of whole grain atta with mineral fortifications and create greater interest via wheat-based recipe contests 🏆. The brand association was strengthened via pack-shots of Aashirvaad atta 📷 with every recipe to build recall amongst the community members.

To achieve this, we selected the most relevant 53 South-India based Communities around Food & Recipes over 2.7M members that would be the most receptive to conversations on health & recipes.

Campaign Structure


Our Strategy

This campaign was divided into 2 phases that was run across Diwali & Christmas 🎅, tying in the festive concept of with tasty wheat-based recipes 🍞, and bringing out the variety & nutritional benefits offered by wheat as a cereal choice. By turning both phases into contests, and utilizing the concept of traditional & western festivals, we could showcase the versatility of cuisines that could be showcased.

The admins kick started the campaigns in both phases by sharing their own favourite recipes and encouraged members to share their own creations 👨‍🍳 with the touch of Aashirvaad atta. Members were urged to tag other members, creating further excitement around participation.

As members participated in the contest with images 📷 of their recipes flanked by the Aashirvaad atta pack, it led to an influx of conversations and questions around wheat based recipes, and even further about the benefits of choosing the right brand.

Across both phases, we strengthened the association of taste, variety with the brand, while continuously educating members of the health benefits of wheat-based diet via highlighting the key points in Admin posts and actively answering member queries.

Solution types

Static Posts

Carousel Images


Results 📈

Brand mentions during campaign period
Increase in atta related conversations
User generated posts

The Big, Beautiful Highlights

The Campaign succeeded 🎉 in increasing conversations around Atta by over 200%, with a 100% Brand salience of Aashirvaad atta, thereby creating brand association for the first time within this category.

Of the 2534 mentions on the brand, over 75% were linked with recipes, ranging Paayasam, pancakes, cakes & other desserts to Dosas, pooris, snacks, breads etc. which served to effectively establish variety.

31% of mentions of the brand were associated with High Impact words like ‘trust’ & ‘quality’, while 26% spoke about the heath benefits of wheat 🌾.

Further, despite the campaign focusing on the specific variant of Aashirvaad MP atta, it led to 18% posts around other variants of the brand, driving the brand range & depth even further in the minds of the members/consumers.

Top Performing Communities 🥇

Real People Real Conversations 💬

Contest based campaign helped in generating organic brand mentions while sharing recipes with pack shots.

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