As conversations around protein consumption gain momentum across India, Aashirvaad is repositioning everyday dietary habits with its latest innovation, Aashirvaad Atta with High Protein, aiming to make protein intake simpler, more accessible, and rooted in routine meals rather than specialised diets. The product is being presented as part of a broader shift in how consumers perceive nutrition—anchored in daily staples rather than supplements or athlete-focused regimes.
The brand has launched a new campaign titled “Kya Kha Ke Aaya Hai?”, which reframes a familiar Indian expression used to question exceptional performance into a cultural cue for strength and energy. Built around high-energy storytelling, including IPL-inspired film content, the campaign connects moments of standout performance—on the cricket field, at home, or in everyday life—to the idea that sustained energy comes from consistent food choices.
The campaign positions protein not as an elite nutritional requirement, but as an everyday necessity embedded in something as common as roti, reinforcing the message that nutrition and performance are shaped by what people eat daily.
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,” Rustagi said.
This IPL season, Aashirvaad Atta with High Protein invites India to rethink a familiar question – and discover that the answer to everyday nutrition and energy might already be on their plate.
Aashirvaad Atta with High Protein is available on e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata, in 1kg and 5kg SKUs. Pricing varies by city, starting at ₹80-86 (1kg) and ₹386 – 416 (5kg).
