Aashirvaad Atta with High Protein has launched its latest campaign, ‘Kya Kha Ke Aaya Hai?’, aimed at repositioning protein consumption as an everyday habit rooted in familiar Indian meals. The campaign builds on the brand’s effort to make protein intake more accessible through daily staples such as roti, while leveraging a culturally familiar phrase to drive recall and consumer engagement.
Set against the backdrop of IPL, the campaign transforms the commonly used expression ‘Kya Kha Ke Aaya Hai?’ into a cultural cue associated with strength, performance and energy. Traditionally used in moments of surprise or admiration, the phrase is reinterpreted by the brand to connect extraordinary performance with simple, everyday food habits.
The campaign is anchored in the insight that consistent daily nutrition, rather than drastic lifestyle changes, contributes to improved performance. By positioning roti at the centre of the conversation, Aashirvaad aims to shift consumer perception of protein from being associated largely with athletes, gym-goers and supplements to becoming part of regular household nutrition.
The campaign films use humour and relatable storytelling to communicate this message. Set in high-energy IPL-inspired scenarios, the films depict moments of exceptional performance followed by the recurring question, ‘Kya Kha Ke Aaya Hai?’ The answer, however, remains rooted in familiarity: roti made using Aashirvaad Atta with High Protein.
One of the campaign films focuses on a cricketing moment featuring a towering six, after which the phrase is used to highlight the player’s performance. The narrative then transitions to the product, showing rotis prepared using Aashirvaad Atta with High Protein as an easy way to incorporate protein into daily meals. The brand states that three rotis made from the atta provide nearly 25% of the daily protein requirement.
The product is formulated using a blend of wheat, 10% soya, Bengal gram and oats. According to the company, the atta delivers approximately 15g of protein per 100g while retaining the softness and taste associated with regular rotis. Through this positioning, the campaign seeks to combine nutritional messaging with everyday consumption behaviour.
Beyond sports, the campaign also extends the idea of ‘power’ into daily life situations, including children playing energetically and parents managing busy schedules. By broadening the narrative beyond fitness and athletics, the brand aims to position protein as relevant to all household members and age groups.
Anuj Rustagi, business unit chief executive, staples, ITC, said, “With Kya Kha Ke Aaya Hai?’ we wanted to go beyond a communication campaign and create a cultural trigger. For a long time, protein has been seen as something that requires effort, change or supplementation. Our endeavour is to simplify that thinking - to show that something as familiar as roti can play a meaningful role in meeting daily protein needs. Through this campaign, we are reinforcing that better performance and everyday strength begin with small, consistent habits at home.”
The campaign aligns with growing consumer conversations around nutrition and protein intake in India, while using humour, cultural familiarity and cricket-led storytelling to increase engagement. Aashirvaad Atta with High Protein is currently available on ecommerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata in 1kg and 5kg SKUs. Pricing starts from INR 80-86 for 1kg packs and INR 386-416 for 5kg packs, depending on the city.
