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Elephant Atta celebrates the connection made by home cooking

The heartwarming campaign created by Krow captures the essence of South Asian family life

Georgie Moreton

Deputy Editor, BITE Creativebrief


A new heartwarming campaign from Elephant Atta captures the connection and love shared when cooking at home.

The campaign, created by Krow, is entitled ‘Home is where the Elephant Atta is’. It aims to capture the essence of South Asian family life and the connections made through cooking food together. The creative spotlights the vital role of flour in South Asian family life as it invites audiences into the kitchen of a family connecting over food.

A cherished name in South Asian households, Elephant Atta’s heartwarming campaign highlights its role in the kitchen, its iconic pink bag has been a companion in cooking for generations and is synonymous with home comfort. Amplifying the way the brand has been able to bring families together, the creative campaign highlights the role of chapatti-making in the heart of South Asian families.

The hero film captures the everyday moments that make family life so special. The creative welcomes audiences into the home of different families connecting in the heart of the home, the kitchen. The campaign features real families, their homes and kitchens as they prepare their meals together.

Alongside the heartwarming images of family the film features voice over from international Asian music superstar, Raxstar with a poem about the importance of connection and family. His heartfelt poem aims to encapsulate the feeling of togetherness created by cooking with lines such as ‘The heart of the house is the kitchen and it’s alive.’ The poem serves as a love letter to the brand, conjuring up feelings of nostalgia.

The authenticity of the film, the families within the campaign and the poem that encapsulates the sentiment that Elephant Atta evokes in every home make for a touching creative.

“We had a lot of fun developing this campaign, working with real families and getting to know how food brings them together. With the lyricism of Raxstar, we were able to fully encapsulate what these family times mean to many in the South Asian community,” explains Harman Randhawa, Client Service Director at Krow Group.

He continues: "There's nothing better than eating chapattis, parathas, or rotis at home, and Elephant Atta is the pink bag that's been doing it for generations. The 'Home is where the Elephant Atta is' campaign celebrates the heart and soul of South Asian families, their traditions, and the cherished moments they share around food."

Alongside the film and television spot, the campaign will run across digital and social with online content and storytelling that resonates with diverse audiences, celebrating the cherished moments Elephant Atta helps create. The brand is also set to create engaging OOH activations and captivating point-of-sale displays in key locations to connect with consumers on a personal level.

Through the power of storytelling and authentic representation, Elephant Atta is able to create a campaign that makes the audience feel rather than just tell its values.

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food & drink