Celebrating the taste of home with Elephant Atta

Our latest campaign, ‘Home is where the Elephant Atta is’, tells the real stories behind an iconic brand that’s been at the heart of British South Asian kitchens for generations.

We found that home simply isn’t a home for our audiences without a batch of freshly made chapattis on the dining table and the iconic pink bag of Elephant Atta in the cupboard.

So we invited ourselves into the intimate moments at the heart of many British South Asian family homes to show how Elephant Atta, and chapatti-making,  is truly at the heart of family life. Paying homage to the cultural significance of food and the bonds it creates with our audiences.

We worked with four real families and musician Raxstar, who drawed from his own experiences at home, to add a sprinkle of authenticity to our 60 second TV advert. And in press, OOH digital and social, we used the genuine content we captured to remind our audience that home really is where the Elephant Atta is.

Our campaign runs nationwide across a number of channels including TV, Cinema, social, digital, activation and POS.

Harman Randhawa, Client Service Director at Krow Central:

“There’s nothing better than eating chapattis, parathas, or rotis at home, and Elephant Atta is the pink bag that’s been doing it for generations. The ‘Home is where the Elephant Atta is’ campaign celebrates the heart and soul of South Asian families, their traditions, and the cherished moments they share around food.”

“We had a lot of fun developing this campaign, working with real families and getting to know how food brings them together. With the lyricism of Raxstar, we were able to fully encapsulate what these family times mean to many in the South Asian community.”