Advertising trends of Flour brands:

Aashirvaad:

 From regular TV ads to promotion on e-commerce chains, it tries to connect with homemakers,
the decision-maker of a family.

Aashirvaad Atta used in-stream video ads for the first time as part of its campaign to celebrate 12
years in the atta business and reinforce the message that it is the go-to atta brand in India. The
brand served the ads to women aged 25–45 as well as a Custom Audience of existing customers.

This promotion of Aashirvaad resulted in,

 16-point lift in ad recall

 3-point increase in message association
 1.7-point lift in brand awareness
 79% video view completion rate

Aashirvaad, the atta (wheat flour) brand of ITC, has launched a new ad campaign 'Maa Tujhe
Maan Gaye' that highlights the role of a mother in the family. The ad film touches an emotional
chord with 'Har Maa Ek Aashirvaad Hae' (every mother is a blessing) and it captures different
typical Indian households and ordinary daily tasks. From a kitchen scene, drawing room to
dining, and to her birthday in the lockdown, the video has captured the moments stressing the
role of a mother in all circumstances.

Most of the campaigns offered by the Aashirvaad atta is based on establishing an emotional
connection with the house wives as they are their primary target audience to focus.

Bytewise:

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24 mantra:

24 Mantra, is leveraging the power of digital marketing to reach out and connect directly with its
target audience, globally. For this, the brand has partnered with one of country's leading digital
marketing firm, GenY Medium. The mandate includes managing 24 Mantra's social media
presence, search engine optimization, ORM and driving direct sales through e-commerce.
Pillsbury:

Pillsbury is one of the top three brands nationally and is recognised as the image and innovation
leader in the market.The brand is used by more than 20 million consumers and has helped
popularise and grow the branded atta market in India. Research has shown more than 90% brand
awareness while advertising awareness has registered more than 75% recall. The brand also has a
strong distribution network with products distributed in over 100,000 outlets throughout India.

Pillsbury's aggressive promotion strategy has played a key role in changing the hither to
commoditised perception of atta into a marketable, branded product.

The Pillsbury Doughboy has played a huge role in overcoming consumer inertia and inviting
consumers to the brand. The Pillsbury Doughboy has been leveraged in a range of exciting
consumer promotions over the years

The Pillsbury Doughboy is one of the top ten advertising icons in the world. A little over eight
inches tall, he wears a baker's costume and has the colour and texture of fresh dough. He also
comes with expressive blue eyes and a mild swagger when he walks The tummy poke is a
strategic ending to every Pillsbury film, with mom poking the Doughboy's belly, causing the
Doughboy to giggle with happiness, reinforcing their unique relationship.

Patanjali:

The promotional strategies of the Patanjali atta includes Yoga shows, which are broadcasted
across 170 countries, Personal branding by Baba Ramdev, Advertisement commercials on
televisions by spending 1-1.5% of revenues turnover and social media platforms like, Facebook,
youtube channels etc.

 In a price-conscious market like India, this works. Like other brands, Patanjali too is an active
advertiser. They have around 112 ads on Youtube (on 1 of their channels) for their products.
With over 8 owned social media channels across Facebook, Twitter and Youtube, Baba Ramdev
and his team at Patanjali are also a content marketing machine. 

Naturevibe botanicals:

Undertaking an innovative marketing initiative, Naturevibe Botanicals, India’s leading Health &

Organic food brand, has unveiled its mascot, Mr. Fittles for the Indian market. The mascot will
define and represent the brand. The animated avatar is a reflection of the brand's core values,
culture and goals.
 
The mascot, symbolic of healthy and clean living while being fun and quirky, has been
conceptualized to spread awareness around conscious living and the paramount significance of
food in achieving one’s health targets. As a part of a unique marketing strategy, the mascot will
further strengthen brand image among the consumers by increasing brand awareness. It will also
help build relationships and bridge the gap between the producer and the consumer.

Sources:
 https://brandequity.economictimes.indiatimes.com/news/advertising/itc-aashirvaad-says-
maa-tujhe-maan-gaye-in-new-campaign/77070763
 https://www.facebook.com/business/success/aashirvaad-atta
 https://www.marketingmind.in/top-5-marketing-strategies-of-ashirvaad-atta/#:~:text=ITC
%20opted%20to%20focus%20on,and%20word%20of%20mouth%20marketing.
 https://www.couponupto.com/coupons/bytewise-organic
 https://www.business-standard.com/article/news-ani/24-mantra-entrusts-geny-medium-
with-their-digital-mandate-118072600707_1.html
 file:///C:/Users/lenovo/Downloads/India-Volume-3-Pillsbury.pdf
 https://modifyed.in/featured/baba-ramdev-one-greatest-content-marketers-india/
 https://www.businesswireindia.com/naturevibe-botanicals-unveils-its-brand-mascot-mr-
fittles-for-indian-market-66477.html
