Kolkata, May 29, 2026: In a bid to simplify protein consumption for Indian households, has launched its latest nationwide campaign, “Kya Kha Ke Aaya Hai?”, transforming a popular Indian phrase into a powerful message around strength, energy and daily nutrition.
The campaign highlights a growing conversation around protein intake in India and positions Aashirvaad Atta with High Protein as an easy and accessible way for families to meet their everyday nutritional needs. By linking protein consumption to the humble roti, the brand aims to make protein-rich diets a part of daily life rather than something reserved for athletes or fitness enthusiasts.
Launched during the ongoing IPL season, the campaign features a series of high-energy films where moments of exceptional performance are followed by the familiar question, “Kya Kha Ke Aaya Hai?” The answer, however, is refreshingly simple—Roti made with Aashirvaad Atta with High Protein.
Crafted from a blend of wheat, 10% soya, Bengal gram and oats, the atta delivers approximately 15 grams of protein per 100 grams, while maintaining the taste and softness associated with traditional rotis. According to the company, just three rotis made from the atta can provide nearly 25% of an individual’s daily protein requirement.
The campaign extends beyond sports, showcasing how everyday nutrition can fuel better performance across different aspects of life—from children displaying extra energy on the playground to adults managing demanding daily schedules.
Speaking on the launch, Anuj Rustagi, said, “With ‘Kya Kha Ke Aaya Hai?’ we wanted to create more than just a communication campaign—we wanted to build a cultural trigger. Protein is often viewed as something that requires significant lifestyle changes or supplementation. Our goal is to demonstrate that something as familiar as roti can play a meaningful role in meeting daily protein needs and supporting everyday strength.”
With a mix of humour, relatability and nutritional awareness, the campaign encourages consumers to rethink their daily food choices and recognize the role of protein in supporting an active lifestyle.
Aashirvaad Atta with High Protein is currently available through e-commerce platforms across major cities including Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata, in 1 kg and 5 kg packs, with prices starting from ₹80–86 for 1 kg and ₹386–416 for 5 kg, depending on the city.
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