Launch includes two new TVCs highlighting the brand’s commitment to purity and tradition.
Brahmins, the Kerala-based food brand known for its authentic range of spices, ready-to-cook breakfast mixes, pickles, and traditional desserts, has unveiled a new brand identity that draws inspiration from Kerala’s cultural richness. As part of the Wipro Consumer Care and Lighting Foods portfolio, the brand has also released two new television commercials (TVCs) featuring its flagship products.
The refreshed identity integrates design elements from the iconic Kerala Kasavu, symbolizing the brand’s deep-rooted connection to the region’s heritage and culinary traditions. The campaign focuses on Brahmins’ promise of purity, authenticity, and quality, especially in its spice and breakfast mix categories.
The newly launched TVCs promote Brahmins’ sambar powder and puttu powder, emphasizing the brand’s clean ingredient approach. The spice range uses 100% natural ingredients with no added oleoresins, preservatives, or fillers, while the breakfast mixes-such as puttu powder-deliver up to 80 grams of protein per kilogram, aligning with modern nutritional expectations.
Conceptualised by Maitri Advertising Works, the campaign is anchored by the tagline: “The taste that has won the heart of Malayalis, is now wearing a Kasavu.” The films capture the emotional connection between food and cultural identity, showcasing Brahmins as a brand that balances tradition with quality.
Anil Chugh, President, Wipro Foods, shared his thoughts on the relaunch: “For decades, Brahmins has stood for trust, authenticity, and the true taste of Kerala. This relaunch pays tribute to that legacy while presenting a refreshed brand identity that underlines our dedication to delivering wholesome, delicious products made from fresh, natural ingredients. Our aim is to bring the rich flavours of Kerala not just to Indian households, but to a global audience as well.”
With this new identity and campaign, Brahmins reinforces its leadership in the traditional foods segment while modernising its appeal for a wider consumer base.
