Hetarsh Creative Force (HCF) has been appointed as the communications partner for Kemchho Papads, a packaged snack brand from Shree Bhagwati Flour & Foods. The mandate was awarded following a competitive pitch process that evaluated agencies on their understanding of Indian snacking behavior and category-specific communication strategies. As part of its growth plans, Kemchho Papads has also roped in actor Tamannaah Bhatia as its brand ambassador to strengthen visibility and connect with a wider, multi-generational consumer base.
Kemchho Papads is part of the portfolio of Shree Bhagwati Flour & Foods, a food manufacturing company with over six decades of legacy. The company is also known for established brands such as Uttam and Gaay Chhap besan, and operates fully integrated, in-house manufacturing facilities that produce flours, spices and mixes for both domestic and export markets.
Positioned as an everyday packaged papad, the Kemchho range includes six variants-Single Mari, Double Mari, Garlic, Green Chilli, Jeera and Plain-aimed at delivering a traditional taste experience with modern packaging. According to Vashist Patel, Managing Director, Shree Bhagwati Flour & Foods, the brand combines authentic flavors with hygienic manufacturing at an ultramodern facility. He added that the zip-lock packaging helps retain freshness and crunch, reinforcing Kemchho’s quality promise.
From a creative standpoint, HCF’s communication strategy focuses on balancing authenticity, hygiene and mass appeal. Amit Parikh, Founder and Chief Creative Officer, HCF, said the team identified a strong creative platform in “Achchha Papad, Sachcha Papad!”-where “Achchha” reflects traditional taste and flavors, and “Sachcha” underscores honesty, quality and hygiene.
In addition to mainline advertising, HCF will also manage Kemchho Papads’ digital outreach through its integrated digital arm, HCF Click. With more product launches planned under the Kemchho brand, the partnership signals a focused push to build long-term brand equity in India’s competitive packaged snack market.
