UK ethnic flour brand Elephant Atta shines a spotlight on South Asian families in its new campaign, ‘Home Is Where The Elephant Atta Is’. Developed by krow Group, the campaign captures Elephant Atta in daily moments, from the good to the bad.

‘Home Is Where The Elephant Atta Is’ features heart-warming scenes of family members gathering to make a meal. Narrated and written by Raxstar, the poem perfectly captures the generational love of a family and a home.

Additionally, the campaign introduces the brand as a staple – from “the pink bag [that] barely fits the boot” to smaller bags tucked away in the cupboard. Be it chapattis, rotis, parathas, or puris, Elephant Atta has been there for every family occasion. 

The captivating video takes viewers through the emotions and experiences of every family. Cousins having a friendly competition against each other, the little ones trying their best, and even minor accidents. These are memories to hold for life, and an elephant never forgets. 

Home Is Where The Elephant Atta Is

Home Is Where The Elephant Atta Is
Image Source Elephant Atta

Elephant Atta has been a part of every South Asian home for the past 60 years and more. As families grow, so does the brand, allowing past, present, and future generations to grow up with Elephant Atta.

Besides a 60-second advertisement on television and cinema screens, the nationwide campaign will be covered online and digitally. Moreover, attractive OOH activations and Point-of-Sale (POS) displays will allow the brand to foster deeper connections with consumers.

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