Categories Name : Marketing Strategy

Sub-Category : Campaign To Drive Sales

Entry Name (Campaign) : Aashirvaad Select Atta's Journey from Occasional Indulgence to everyday essential

Results

Aashirvaad Select Atta’s recent campaign aimed to elevate the everyday meal experience by making roti—a daily essential—something special. With a focus on delivering “Great-tasting rotis” made from 100% MP wheat, the campaign’s creative highlighted both an emotional story and functional benefit of “Softer for Longer” rotis, making it ideal for working professionals seeking quality for their lunch boxes. To enhance its credibility and resonate with consumers, the brand enlisted celebrity Chef Ranveer Brar to amplify the brand's message of “Banaye Har Din Khaas, Gehun ka Sartaaj”. In addition to that, the brand partnered with renowned food content creators like Masterchef Winner Pankaj Bhadouria and Meghna Kamdar; who were strategically chosen from various regions of the country to ensure a broad reach and resonance with diverse audiences. Through collaboration ads on Facebook and Instagram, these influencers not only highlighted the USPs of Select Atta but also positioned it as a trusted partner for daily meals. The brand witnessed remarkable results with a +8.3pts uplift on Un-aided Ad recall, +6.9pts on Message association and +3.3pts on Purchase Intent (~2X higher than CPG Benchmarks for Meta Brand Lift Studies). This campaign also resulted in +15% and +9% increase in brands sales value and volume respectively. We also leveraged Meta's new collaboration ads with Blinkit to drive sales, yielding remarkable outcomes and driving impactful sales. The campaign achieved an impressive ROAS of 3.42, converting clicks into 9,537 purchases with an efficient cost per purchase of INR 108.