e4m IDMA 2024: ITC Limited takes home gold metal for its Aashirvaad Atta campaign
The brand won gold for its campaign named ‘Organic Atta and Pulses' Rise: Cultivating Trust, Harvesting Growth through Social Media’
At the 15th edition of the Indian Digital Marketing Awards (IDMA) held on July 19 in Mumbai, ITC Limited took home the gold metal for its campaign for Aashirvaad Organic Atta. The brand won the prestigious honour for the campaign named ‘Organic Atta and Pulses' Rise: Cultivating Trust, Harvesting Growth through Social Media’. This campaign bagged the metal under the ‘Best Campaign- Online Advertising and Digital Direct Response’ sub-category. The media campaign was executed by Performics.
The campaign aims to promote Aashirvaad's Organic Atta's ‘Sach Much Organic' promise, capitalizing on its position as India's top Atta brand. It talks about the brand’s authenticity and its complete organic integrity by encouraging trials through unique QR codes on packs, enabling consumers to trace the product's journey from farm to packaging, fostering transparency and trust.
To foster consumer trust, the brand strategy focused on strengthening the relationship between the ‘Consumer’ and the ‘Producer’ - the farmer. Therefore, the brand collaborated with credible public figures with an aim to develop a robust educational plan about Organic Atta, addressing genuine consumer concerns.
Micro to macro influencers from the likes of Kamiya Jani from Curly Tales, Oindrilla Bala among others across Food, Fitness, Health, Nutrition, and Lifestyle genres were onboarded to spearhead initiatives across Mumbai, Delhi NCR and Kolkata, endorsing the product's authenticity across 4 themes: Origin, Chemical-free cultivation, Product range, and Certification.
This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The other jury members included industry leaders, seasoned professionals, and renowned personalities from the industry.
