Aashirvaad Atta has unveiled its new campaign 'Likh ke Le Lo’, aimed to empower consumers with detailed insights into crucial quality parameters of atta. This is expected to help them make informed choices.

Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their atta pack, reinforcing the brands’ pledge to unmatched quality.

The certificate covers information highlighting Journey of Excellence from grain to atta.

Speaking on the campaign, Anuj Kumar Rustagi, COO, Staples & Adjacencies, ITC Foods said, "Aashirvaad's legacy of quality and purity takes a giant leap with the 'Likh ke Le Lo’ campaign. This symbolizes our unwavering commitment to delivering whole wheat atta of the highest standards. This certificate not only assures consumers of our quality standards at every step, but also empowers them with information to evaluate their current choices. We believe this initiative will redefine consumer expectations, setting a new industry benchmark."

To further amplify the campaign and convey the message to consumers effectively, Aashirvaad has roped in the popular TV star Rupali Ganguli and curated a TVC campaign. Here, she will be seen assessing the ‘Quality Certificate’ feature of Aashirvaad Atta.

Speaking on the association with Aashirvaad, Rupali Ganguly said: “Like millions of households in India, Aashirvaad has been part of our home for years. I admire the brand’s commitment to provide the best quality products and encourage consumers to eat better. The ‘Likh Ke Le Lo’ campaign, is yet another innovative approach by Aashirvaad to ensure that consumers make better choices for themselves and their families. I am extremely happy to associate with Aashirvaad in their journey to educate and empower consumers.”