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Samrat Atta shows how roti unites rich and poor, crosses class and religious divide in India

A brand of flour, Samrat Atta, has launched a TV campaign that positions the product as a common link between rich and poor and a force for unity in India.

Dheeraj Sinha, chief strategy officer for Grey South and Southeast Asia commented: “Culturally, food is the greatest binder of people. The ritual of breaking bread together is prominent in all faiths. Muslims have the ritual of breaking fast together during Ramadaan.”

“Similarly,” Sinha added, “in northern India we have the concept of Sanjha Chulha, which means community cooking. These rituals of breaking bread together have been designed to keep communities intact. With growing fractions in our society today, it’s only pertinent that we remind ourselves of the importance of communities living together. It just so happens that bread and atta (flour) sits at the heart of this. This is an attempt by the brand to rekindle and celebrate the symbolic act of breaking bread and building connections.”

Sandipan Bhattacharya, the agency’s chief creative officer, added:” “We did not want the communication to be typical of what the category has been doing for so long. We purposely avoided the “home space” and mother’s feeding their families. The brief allowed us to look at ordinary situations and how through a simple gesture, these self-made walls could come crumbling down”.

Credits:

Client: Parakh Agro Industries
Creative agency: GREY group India, Mumbai
Creative team: Sandipan B, Louella Rebello, Juneston Mathana, Adarsha Deshbhratar
Account management: Vineet Singh, Mudassir Ansari
Planning: Dheeraj Sinha, Sonya Misquitta
Films (GREY Works): Samir Chadha, Jignya Shedge
Production House: Off Road Films
Director: Manoj Tapadia
Executive producer: Khalil Bachooali
Public Relations & Corporate Communications: Sonal Sheth
Regional Director, PR & Corporate Communications: Huma Qureshi
Regional Corporate Communications Executive: Pang Yanrong

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