Aashirvaad has launched its latest campaign, ‘Kya Kha Ke Aaya Hai?’, for Aashirvaad Atta with High Protein, positioning protein consumption as part of everyday Indian eating habits rather than a specialised nutrition need.
Built around the widely used phrase “Kya Kha Ke Aaya Hai?”, the campaign reframes the expression as a cultural cue for strength, energy and performance, linking it back to everyday foods such as roti.
The campaign comes amid growing conversations around protein intake and aims to simplify protein consumption through familiar daily meals instead of supplements or specialised diets.
According to the company, the atta is made using a blend of wheat, 10% soya, Bengal gram and oats, delivering approximately 15g of protein per 100g while retaining the texture and softness associated with regular rotis.
Set against the backdrop of the IPL season, the campaign films use humour and cricket-led storytelling to connect moments of high performance with simple everyday food habits. In one film, a towering six on the cricket field prompts the question 'Kya Kha Ke Aaya Hai?', with the answer revealed as roti made using Aashirvaad Atta with High Protein.
The campaign also extends beyond sport to showcase everyday situations involving children, parents and routine activities, positioning protein as part of daily household nutrition.
Commenting on the launch, Anuj Rustagi- Business Unit Chief Executive, Staples ITC ltd. Said, “With Kya Kha Ke Aaya Hai?’ we wanted to go beyond a communication campaign and create a cultural trigger. For a long time, protein has been seen as something that requires effort, change or supplementation. Our endeavour is to simplify that thinking - to show that something as familiar as roti can play a meaningful role in meeting daily protein needs. Through this campaign, we are reinforcing that better performance and everyday strength begin with small, consistent habits at home.”
According to the company, Aashirvaad Atta with High Protein is currently available through e-commerce platforms across cities including Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata in 1kg and 5kg packs.
