Full-service communications agency, krow Group, today launches its latest campaign for South Asian flour brand, Elephant Atta, building on its brand platform “Home is where the Elephant is” to welcome newcomers from India to the UK.
While well established in the UK within south Asian communities, many of the newcomers moving from India to the UK are unfamiliar with the Elephant Atta brand. The campaign focuses on raising awareness and encouraging usage of Elephant Atta’s Chakki Gold range. Helping this community feel a genuine sense of home.
The campaign features rising star Kyati Bhardwaj, portraying a newcomer finding her place in the UK. Her emotive story unfolds as she makes the food of home, set to the sound of a heartfelt voicemail from her father. It captures the mix of distance, hope and emotion that anyone building a new life away from home will recognise.
The campaign stands as a celebration of diversity and inclusion, shining a light on the ambitions and dreams of those who come to the UK to build a new life, and the role that food – and Elephant Atta – can play in helping them feel a sense of belonging.
The campaign will be going live across CTV, cinema, and own channels throughout December.
Anne Adshead, Elephant Atta said: “For over six decades, Elephant Atta has been part of what makes a British Asian home complete.” She continues “Together, we wanted to welcome newcomers to the UK by inviting them to discover and enjoy the same comforting tastes that have helped generations feel at home here. It’s a celebration of heritage, belonging and the simple joy of sharing food.”
“This campaign beautifully captures the journey of finding home, not just a place, but a feeling of belonging,” said Harman Randhawa, MD, krow Group. He continues: “Working with Elephant Atta has allowed us to celebrate the foods and traditions that help people feel part of something bigger. We’re proud to partner with such an iconic brand on a story that champions inclusion and shared cultural experience.”
Source: krow Group
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