New Delhi [India], September 13, 2024: Aashirvaad, a trusted name in staples, has launched a heartwarming new TV campaign featuring the acclaimed actress Rupali Ganguly. The campaign, set against the nostalgic backdrop of the monsoon season, highlights the joy of family bonding over crispy, golden pakoras made with Aashirvaad Bikaneri Besan.
Aashirvaad Bikaneri Besan is crafted from 100% chana dal sourced from Bikaner, Rajasthan. The besan is processed using advanced Air Classifier Mill (ACM) technology, which ensures a contactless, hygienic process that preserves its aroma and consistent granulation. It undergoes over 45 stringent quality tests to guarantee the highest standards.
The campaign’s TVC captures the essence of family moments through a slice-of-life approach, emphasizing the product’s quality with the tagline: “Aashirvaad Bikaneri Besan – Swaad Khub Bhaaye, Ghaanth Nahi Bas Ghulta Jaaye,” highlighting its promise of a lump-free, smooth batter that enhances both flavor and texture.
TVC Link:
Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd., remarked, “Our new TVC not only showcases Aashirvaad Bikaneri Besan but also celebrates the special moments of family bonding. We are dedicated to providing high-quality products that help create memorable family experiences, and we are confident this campaign will resonate with our consumers.”
Aashirvaad, with over 20 years of expertise in wheat and other staples, ventured into the besan segment in March 2023. Since then, it has expanded its reach from Delhi to major markets across India.
Aashirvaad Bikaneri Besan is available in 1kg and 500g packs at retail stores nationwide (excluding the North Eastern states and Kerala) and online through itcstore.in and e-commerce platforms such as Blinkit, Swiggy Instamart, Flipkart, Amazon, and Big Basket.
