cherished and iconic name that can be found in South Asian households up and down the country, Elephant Atta has launched a heart-warming campaign entitled Home Is Where The Elephant Atta Is to captivate audiences by celebrating the vital role of flour as the key staple in South Asian family life. The new advert is an ode to the domestic ritual of chapatti-making that unites generations in the beating heart of the home – the kitchen.
The realism of the campaign is conveyed through four families, their households, and their daily chapatti-making – from the first-time paratha makers to the expert grandmothers; from the flawlessly rounded culinary masterpieces to the debut attempts charred at the edges – each offering made with love and perfect in its own way.
To elevate the campaign’s emotional resonance, Elephant Atta has collaborated with international Asian music artist, Raxstar. His heartfelt poem perfectly encapsulates the sentiment that Elephant Atta evokes in every South Asian home and household. Raxstar’s lyricism adds an authentic layer of connection, serving as a love letter to the brand and the memories it invokes.
Watch the ad below
