Pillsbury Atta with multi-grain comes out with new TVC campaign

Global food products company General Mills today launched a new TVC campaign for its Pillsbury Atta with multi-grain, a pioneer in the ''extra-nutrition'' segment in the branded atta (flour) category.

The advertisement, created by  Saatchi & Saatchi, will be aired across national and regional networks in the first week of March 2010. The film for the product has been produced by Fingerprint Films, while Starcom is handling the media release.

Pillsbury Atta with multi-grain is a unique blend of seven natural grains - wheat, soy, oats, maize, raagi, chana dal and barley - and offers consumers extra nutrition in the form of more protein, calcium and iron, without compromising the taste and softness of the rotis.

Though grains are an essential part of the Indian tradition, the challenges of modern, urban living makes it difficult for consumers to source, grind and blend grains in the right proportions, which is what the atta provides.

The idea for the TV campaign, Aaj ke Bacche, Aaj ka Poshan, was derived from moms who felt today's kids are different and lead a more demanding life. Pillsbury Atta with multi-grain seamlessly fulfills that need,'' commented Gayatri Yadav, marketing director of General Mills India.
 
 ''The campaign will be released across national and regional channels to help create and drive the extra nutrition segment in the branded atta market in India'', she added.  

Ramanuj Sastry, creative head, Saatchi & Saatchi, India, added, ''This campaign is in line with the Saatchi philosophy to create great brands that inspire love and respect. We are really excited about this campaign and believe that it takes the brand and category forward with a simple yet memorable campaign.''

US-based General Mills is one of the world's leading food companies with operations in over 100 countries and more than 100 consumer brands in the market, with 2008, global net sales of $14.9 billion.

General Mills India besides Pillsbury has a range of other food brands in the Indian market such as Betty Crocker Mixes, Green Giant, Nature Valley Crunchy Granola bars and Häagen-Dazs ice-cream.