Aashirvaad is India’s No.1 Atta brand that believes in giving its consumers the best. The brand uses a network of Choupals to source the finest grains and spices to produce the best ingredients to use in the 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.
Aashirvaad atta had no association with rice-dominated south Indian markets. With mothers and women being the key decision makers only 27% of women in south Indian markets considered wheat as a staple.
“The brand wanted to shift the category from its current brand agnostic stage to higher association and create a new market for itself.”
Aashirvaad atta took an insight-based Community Marketing solution to generate conversations and UGCs around wheat as a better lifestyle/dietary choice by engaging 2.7 Mn+ women in over 53 south Indian communities of home chefs and women.
To drive the campaign, we analysed the existing conversations in the above communities and saw that:
With the rise in conversations on wheat-based recipes and health benefits, we focused on creating conversations around the benefits of whole grain atta with mineral fortifications.
The campaigns were planned in two phases and we aimed to generate greater interest in members of South Indian communities via wheat-based recipe contests. To encourage participation and engagement, the winners of the contest were given gift vouchers from the brand. The brand association for each phase was strengthened via pack shots of Aashirvaad atta with every recipe to build recall amongst the community members.
In the first phase, the focus was to encourage members to try wheat-based festive recipes for Diwali and increase usage of wheat and create brand awareness. The campaign was kickstarted by the admins sharing their personal favourite recipes and also educating members on the benefits of having wheat. The admins tagged other home chefs and encouraged them to share their recipes.
In the second phase, the members were encouraged to try wheat-based festive (western and traditional) recipes for Christmas and the focus was to increase brand advocacy. Both the phases received active participation and members shared recipes for both sweet and salty dishes like Paayasam, pancakes, dosa, cakes, ladoos, wheat pooris, snacks, breads, and various other dishes. In both phases, members used #AashirvaadTryMyRecipes, 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 about wheat-based recipes, and even further about the benefits of choosing the right brand.
Across both phases, we strengthened the association of taste and variety with the brand, while continuously educating members about the health benefits of a wheat-based diet via highlighting the key points in admin posts and actively answering member queries.
Contest based campaign helped in generating organic brand mentions while sharing recipes with pack shots.
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