Aashirvaad, a brand synonymous with quality staples in Indian households, has unveiled a heartwarming new television campaign featuring the beloved actress Rupali Ganguly.
The ad captures the essence of family togetherness, set against the nostalgic backdrop of a monsoon evening. The campaign beautifully illustrates the simple joy of sharing a plate of crispy, golden pakoras made with Aashirvaad Bikaneri Besan, evoking the warmth and comfort of home.
Crafted from 100% chana dal sourced from the renowned Bikaner region in Rajasthan, Aashirvaad Bikaneri Besan is processed with cutting-edge Air Classifier Mill (ACM) technology. This advanced, contactless process preserves the authentic aroma and ensures consistent granulation, meeting the highest hygiene standards. To guarantee top-notch quality, the besan undergoes over 45 rigorous quality checks, ensuring that each batch is perfect. The result is a smooth, lump-free batter that mixes effortlessly, leading to visually appealing and delicious dishes that enhance any meal.
The new campaign brings these qualities to life through a relatable and slice-of-life narrative. The ad, with its tagline “Aashirvaad Bikaneri Besan – Swaad Khub Bhaaye, Ghaanth Nahi Bas Ghulta Jaaye,” highlights the product’s promise of delivering a flawless batter that not only enhances the taste but also improves the texture of the dish.
Anuj Rustagi, COO, Staples & Adjacencies at ITC Ltd., spoke about the campaign, saying, “Our latest TVC is more than just an advertisement for Aashirvaad Bikaneri Besan; it’s a celebration of the moments that bring families closer. We are committed to offering high-quality products that help create such memorable family experiences, and we’re confident that this campaign will resonate with our consumers.”
Aashirvaad, with its 20-year legacy in providing trusted staples, ventured into the besan segment in March 2023. Since its launch, Aashirvaad Bikaneri Besan has quickly expanded its presence from Delhi to major markets across India by 2024, becoming a staple in kitchens nationwide.
Available in both 1 kg and 500 g packs, Aashirvaad Bikaneri Besan can be found in retail stores across all Indian states, except for the North Eastern states and Kerala. For added convenience, it is also available for purchase online through ITC’s e-commerce platform, itcstore.in, as well as popular online grocery platforms like Blinkit, Swiggy Instamart, Flipkart, Amazon, and Big Basket.
With this campaign, Aashirvaad Bikaneri Besan is not just promoting a product but is also fostering the timeless tradition of family bonding over delicious homemade food. Through the delightful imagery of Rupali Ganguly enjoying pakoras with her family, the brand reinforces its commitment to quality and the importance of cherishing the simple, joyful moments that bring families together.