Bringing the pink elephant to a new generation

THE HEADSCRATCHER

Elephant Atta wanted to cement themselves as the #1 Atta flour brand in the UK. We needed to remind the younger generation of British South Asians that Elephant is the original Atta flour, that has been in their family’s cupboards for 60 years.

THE BIG POSITIVE IMPACT

We realised the power of a home-cooked chapatti to unite people across cultures. Combined with the simple truth that no British South Asian home is complete without the iconic pink bag of Elephant Atta.

‘Home is where the Elephant Atta is’ is a love letter to chapattis, and to family life. Using authentic families from a diverse range of backgrounds, we captured the real, intimate moments that make this food so special and bring people together. Then we used those moments to spread the message even further on social, press, and OOH.

The film was paired with a heartfelt poem from well-known British Asian musician Raxstar, who drew on his own experiences to add a deeper layer of authenticity.

THE HEADLINES

It’s early days since the campaign launched but the Elephant Atta sales team and their retailers are reporting a positive impact on sales.

The TVC has already been shortlisted for some of the biggest creative awards in the UK.