Come Back home to Elephant Atta Campaign

Owned by global giant Associated British Foods, we were approached with revitalising the brand image and reverse declining sales of Elephant Atta through a full brand strategy, TV Shoot, media placement online and offline to position Elephant Atta as a key product of choice for South Asian mothers in the UK.

Challenge

Elephant Atta, the UK’s #1 South Asian flour brand, was losing emotional connection with its diverse audience despite being a staple for generations.

Objective

Reignite cultural and emotional ties by reminding families that Elephant Atta is synonymous with home, tradition, and togetherness.

Approach

Position chapatti-making as the heart of South Asian family life.

Results

  • Achieved to highest level of brand loyalty in South Asian food brands

  • Press & Media: Widely praised for authentic representation of British South Asian families.

  • Community Impact: Sparked positive debate in the South Asian community, especially around gender stereotypes in the kitchen, showing men and women equally involved.

  • Brand Perception: Helped reposition Elephant Atta as not just a product, but a cultural symbol of home and belonging.

Social Media Posts for the promotional campaigns