General Mills launches a TVC campaign behind its first mover Pillsbury Atta with Multi-Grains, playing a pioneer role in creating and driving the “extra nutrition” segment in the branded Atta category. The campaign, created by Saatchi & Saatchi, will be aired across national and regional networks in the first week of March 2010. Pillsbury Atta with Multi-Grains is a unique blend of seven natural grains - wheat, soy, oats, maize, raagi, chana dal and barley. It offers consumers extra nutrition in the form of more protein, calcium and iron, without compromising the taste and softness of the rotis. While grains have been an essential part of the Indian tradition, the challenges of modern, urban living makes it difficult for consumers to source, grind and blend grains in the right proportions. Now it’s easy for moms to provide extra nutrition to their families with this unique offering. “We spoke extensively to moms and learnt one key insight: Today’s kids are different, and are m
