ITC’s Aashirvaad Atta with High Protein has launched a new campaign titled ‘Kya Kha Ke Aaya Hai’, reframing a common everyday expression into a powerful conversation about nutrition, strength, and the humble roti.
The campaign taps into a phrase deeply embedded in Indian households – one typically used to marvel at someone’s energy or performance – and redirects it toward a simple but significant idea: that protein does not have to come from supplements or specialised diets. It can come from the food already on your plate.
Set against IPL-inspired backdrops and relatable everyday situations, the campaign films follow characters excelling in various moments, only to be met with the recurring question – ‘Kya Kha Ke Aaya Hai?’ The answer, each time, is rotis made with Aashirvaad Atta with High Protein. The product is formulated with wheat, soya, Bengal gram, and oats, delivering approximately 15g of protein per 100g.
Anuj Rustagi, Business Unit Chief Executive, Staples ITC, said: “We wanted to go beyond a communication campaign and create a cultural trigger. Protein has long been seen as something that requires effort or supplementation. We endeavour to simplify that thinking – to show that something as familiar as roti can play a meaningful role in meeting daily protein needs.”
The campaign positions everyday strength as a habit built at home, not a goal reserved for the gym. Aashirvaad Atta with High Protein is currently available in 1kg and 5kg packs across Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, and Kolkata on leading e-commerce platforms.
