Realising the power of the home-cooked chapatti

THE HEADSCRATCHER

Elephant Atta is the UK’s # 1 flour, used in millions of British South Asian homes but the brand was losing connection with its diverse audience. So we needed to remind them that Elephant is the original Atta flour used and loved for generations.

THE BIG POSITIVE IMPACT

We realised the power of a home-cooked chapatti to unite people across diverse cultures, languages and faiths. Combined with the simple truth that no British South Asian home is complete without the iconic pink bag in the kitchen cupboard.

‘Home is where the Elephant Atta is’ a love letter to chapattis and the role they play at the heart of modern British South Asian family life. Using authentic families from a diverse range of backgrounds, we captured the real, intimate moments that make home…home. And chapattis special. In film, we paired a heartfelt and genuine poem from well-known British Asian musician Raxstar with real, intimate storytelling to add a deeper layer of authenticity. And in OOH, social and press we also used the authentic, cherished moments we captured to show how chapattis bring is all together.

THE HEADLINES

The campaign has been positively received by the press and media. Shortlisted by Campaign as one of their ‘Summer TV belters” and for some of the biggest creative awards in the UK.

But more importantly it’s started to shift perceptions in the British South Asian community being lauded for its real representation, starting debates and removing barriers around gender stereotypes in the home.