Westmill Foods Subsidiary, Elephant Atta, Has Released a Series of Short 'Mum & Me' Videos Across Asian Television Channels
The UK flour market leader, Elephant Atta has released an inspirational series of content videos highlighting the emotions of real people surrounding the theme of motherhood and South Asian family tradition, factors that are at the core of the brand.
London, United Kingdom, November 30, 2015 (Newswire.com) - The series of 9 films (15/30sec) show a British Asian participant speaking unscripted about the relationships, emotions, memories and moments shared with their mothers and in some cases of being a mother themselves. They aim to show the raw emotion behind their feelings towards motherhood and family tradition.
Since being founded over 50 years ago, Elephant Atta has worked to become a landmark in South Asian culture in the UK. With Mediareach Advertising at its side, the brand has achieved this and more. The videos take Elephant Atta into an entirely new arena in terms of brand marketing.
Amongst the ethnic brands in the market we wanted Elephant Atta to take a giant leap and stand out to be the pioneer in creative executions.
Javed Husain, Account Director
Mediareach Account Director, Javed Husain says ‘Elephant Atta as a brand has really succeeded in encompassing and placing itself in the territory of “Mum&Me” relationships that have been showcased over the past years in our creative executions on TV and Outdoor. Hence to build on this, the agency inspired to recommend Branded Content as an execution idea to really define this year’s media campaign strategy for Elephant Atta. Amongst the ethnic brands in the market we wanted Elephant Atta to take a giant leap and stand out to be the pioneer in creative executions. Hence, without traditional commercial advertising route, editorial content was created focusing on the stories of everyday people sharing “warm moments” in their lives around the concept of “Mum&Me”’.
Since signing on with Mediareach in 2003, the Westmill Foods brand has increased its brand awareness by 93% and generated the highest level of brand loyalty in its category.
The videos have been released on 8th of November on selected channels and on 9th of November everywhere else, and are part of the brands latest campaign strategy, which will later include a TV and Radio advert for the brands Chakki edition, Chakki Gold. The new strategy will take Elephant Atta beyond all other brands of its kind.