Aashirvaad Bikaneri Besan ropes in Rupali Ganguly for new campaign

Aashirvaad has unveiled a heart-warming new TV campaign featuring acclaimed actress Rupali Ganguly. The advertisement, set against the nostalgic backdrop of the monsoon season, beautifully captures the joy of family bonding over crispy, golden pakoras made with Aashirvaad Bikaneri Besan.

Aashirvaad Bikaneri Besan, crafted from 100% chana dal sourced from Bikaner, Rajasthan, is processed using cutting-edge Air Classifier Mill (ACM) technology. This process ensures the besan retains its rich aroma and consistent granulation through a contactless end-to-end method, which guarantees hygiene. Additionally, Aashirvaad Besan undergoes over 45 rigorous quality tests to ensure premium quality.

The product delivers a smooth, lump-free batter that mixes effortlessly, resulting in visually appealing and delectable dishes. The essence of this quality is captured in the TV commercial, with the tagline, "Aashirvaad Bikaneri Besan – Swaad Khub Bhaaye, Ghaanth Nahi Bas Ghulta Jaaye," highlighting its promise of a flawless, flavour-enhancing batter.

Mr. Anuj Rustagi, COO of Staples & Adjacencies at ITC, commented on the campaign saying, "Through our new TVC, we are not just showcasing the product Aashirvaad Bikaneri Besan, but also celebrating the moments that make family bonding special. Our commitment continues to be in providing great quality offerings that helps cherish such memorable family moments, and we believe this campaign will be well-received by our consumers."

With over 20 years of expertise in wheat and other staples, Aashirvaad has become a trusted name in households. Since its entry into the besan market in March 2023, the brand has expanded its reach from Delhi to major markets across India by 2024.