Aashirvaad Turns IPL’s ‘Kya Kha Ke Aaya Hai?’ Into Campaign for Protein-Rich Roti
New IPL-themed campaign positions protein-rich roti as an everyday nutrition choice for Indian households
The campaign builds on the widely used Indian expression “Kya Kha Ke Aaya Hai?” by transforming it into a cultural cue associated with strength, performance and everyday energy.
Hyderabad: Aashirvaad Atta with High Protein has launched a new nationwide campaign titled “Kya Kha Ke Aaya Hai?”, aiming to reposition protein consumption as a simple and everyday dietary habit rooted in Indian households.
The campaign builds on the widely used Indian expression “Kya Kha Ke Aaya Hai?” by transforming it into a cultural cue associated with strength, performance and everyday energy.
According to the company, the initiative seeks to simplify conversations around protein intake by linking it to familiar daily food habits rather than specialised supplements or fitness-focused diets.
At the centre of the campaign is the idea that everyday nutrition and sustained energy begin with consistent eating habits. Aashirvaad said the campaign positions roti as an accessible source of protein intake for ordinary households across India.
The product is made using a blend of wheat, Bengal gram, oats and 10 percent soya, which the company describes as a source of complete protein. The atta delivers approximately 15 grams of protein per 100 grams while retaining the taste and softness associated with traditional rotis.
The campaign is being promoted through a series of IPL-themed digital films where moments of exceptional performance are humorously linked back to simple household food choices. The films conclude with the suggestion that everyday rotis can contribute meaningfully to daily protein intake.
One of the campaign films features a cricketing moment involving a towering six during an IPL-style setting, followed by the now-familiar question, “Kya Kha Ke Aaya Hai?”, with the answer revealed as roti made using Aashirvaad Atta with High Protein. The company states that three rotis made with the product can provide nearly 25 percent of an individual’s daily protein requirement.
Anuj Rustagi, Business Unit Chief Executive – Staples, ITC Ltd, said the campaign was designed to create a larger cultural conversation around protein consumption.
“With ‘Kya Kha Ke Aaya Hai?’ we wanted to go beyond a communication campaign and create a cultural trigger. Our endeavour is to simplify the idea that protein can become part of everyday meals through something as familiar as roti,” he said.
The company said the campaign aims to reinforce the idea that better performance and everyday strength are built through simple and sustained food habits rather than complex dietary changes.
Aashirvaad Atta with High Protein is currently available on major e-commerce platforms across Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata in 1 kg and 5 kg packs.
