ITC Launches ‘Kya Kha Ke Aaya Hai’ Campaign For Aashirvaad High Protein Atta
ITC has launched the “Kya Kha Ke Aaya Hai” campaign for Aashirvaad High Protein Atta, focusing on protein intake through everyday rotis.
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ITC has rolled out a new campaign for Aashirvaad Atta with High Protein- “Kya Kha Ke Aaya Hai”, that is centered on Indian daily meals and protein intake.
The campaign is built around the popular phrase “Kya Kha Ke Aaya Hai” and links it to the elements of strength, nutrition and daily performance.
The films are set in IPL-style situations and cricket-inspired moments and use humour and everyday storytelling to position rotis as a regular source of protein rather than only associating protein consumption with supplements or fitness-focused diets.
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Check out the campaign here:
Everyday Protein Nutrition:
The company says the product contains wheat, soya, Bengal gram and oats and provides around 15 grams of protein per 100 grams.
The characters are shown performing brilliantly in various scenarios in the films. They are then asked the recurring question, “Kya Kha Ke Aaya Hai”, the answer to which is the rotis made with High Protein Aashirvaad Atta.
Anuj Rustagi, who is a part of the campaign, said the initiative was designed to make perceptions around protein consumption simple.
“With ‘Kya Kha Ke Aaya Hai?’ we wanted to go beyond a communication campaign and create a cultural trigger,” Rustagi said.
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According to him, the campaign attempts to reinforce the idea that everyday foods like rotis can meaningfully contribute to meeting daily protein requirements without requiring major dietary changes.
“For a long time, protein has been seen as something that requires effort, change or supplementation. We endeavor to simplify that thinking,” he added.
The campaign is representative of wider consumer health trends where FMCG companies are increasingly marketing staple foods around functional nutrition and wellness benefits.
The product is now available on ecommerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata in 1kg and 5kg packs.
