Home is where the Elephant Atta is

Helping Britain’s number-one atta flour brand reconnect with a younger audience.

THE HEADSCRATCHER

When your product is already in every kitchen and every family memory, how do you stay visible to the very audience who grew up with you? How do you make sure familiarity doesn’t become your biggest risk?

As the UK’s leading atta flour brand, Elephant Atta has been used and loved in millions of British South Asian homes since 1962. However, Elephant Atta was losing their connection with second-generation South Asians, aged 20s to 50s.

It didn’t need to be that way. This diverse audience still valued the deep cultural and emotional significance of home-cooked staples like chapattis and rice. They valued coming together as a family, sharing their heritage and warmth, especially around meals.

13% sales uplift achieved in just two months after campaign launch

15m+ TV impressions generated, earning recognition as “a summer TV belter” by Campaign

Celebrated by Thinkbox  for authentically showcasing Elephant Atta’s role in uniting South Asian family homes

Through our research and insight, we realised the power of a home-cooked chapatti to unite people across diverse cultures, languages and faiths. Even the subtle differences in how each family member makes or eats them can provoke a profound sense of home, bringing generations closer with every bite.

This led to a simple creative truth: no British South Asian home is complete without the iconic pink bag in the kitchen cupboard.

What emerged was a love letter to chapattis and the role they play at the heart of modern British South Asian family life. ‘Home is where the Elephant Atta is’ became a moving campaign featuring authentic families from diverse backgrounds as we sought to capture the real, intimate moments that make home, home. And chapattis, special.

At the heart of the campaign, we created a moving film accompanied by a heartfelt and genuine poem from well-known British Asian musician, Raxstar, with honest, intimate storytelling to add a deeper layer of authenticity. We supported the film with an extensive campaign across OOH, social and press to remind audiences of those everyday moments when chapattis bring families together.

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Our ‘Home is where the Elephant Atta is’ campaign delivered outstanding results, achieving a 13% uplift in sales within just two months.

With over 15 million TV impressions, the campaign cut through the noise—and even earned a shoutout from Campaign, which called it “a summer TV belter.”

But most importantly, it reminded second-generation South Asians of something deeply personal: that Elephant Atta still has a place at the heart of home.

“ Elephant Atta beautifully celebrates its central role in South Asian family homes. Created by krow group, we watch as a family comes together for dinner, capturing the real, intimate moments that make food so special and bring people together. Using authentic families from a diverse range of backgrounds, it’s a reminder that sometimes the simplest of ingredients can create the most beautiful connections. ”

Thinkbox - September 2023