Results

Promote Aashirvaad's Organic Atta's "Sach Much Organic" promise, capitalizing on its position as India's top Atta brand and its complete organic integrity along with encouraging trials through unique QR codes on packs, enabling consumers to trace the product's journey from farm to packaging, fostering transparency and trust. As awareness of organic food grows, consumers are increasingly concerned about the presence or absence of organic attributes in the products they purchase/consume. To foster consumer trust, our strategy centered on strengthening the relationship between the ‘Consumer’ and the ‘Producer’ - the farmer. Therefore we collaborated with credible public figures with an aim to develop a robust educational plan about Organic Atta, addressing genuine consumer concerns. We created interest and behavior-based audience cohorts which includes - Health-Conscious individuals, Families with children, Environmental Conscious people, and Fitness Enthusiasts. This segmentation allowed us to customize media strategy for reach and engagement. Through a strategically tailored regional influencer-led video strategy, we cultivated trust and authenticity in our product. Micro to macro influencers from the likes of Kamiya Jani from Curly Tales, Oindrilla Bala among others across Food, Fitness, Health, Nutrition, and Lifestyle genres were onboarded to spearhead initiatives across Mumbai, Delhi NCR and Kolkata, endorsing the product's authenticity across 4 themes: Origin, Chemical-free cultivation, Product range, and Certification. These influencers visited Aashirvaad organic farms, showcasing traceability and organic farming practices. Regional influencer mapping and customized creatives amplified our message, ensuring targeted region-wide impact. We observed a significant +10.8 Points lift in unaided ad recall and +5 points lift in message association (3X and 4.5X higher than benchmark resp) on Meta Brand Lift Study. In terms of sales volume, there was a phenomenal growth of 58% in Atta and 89% in Dals.