Elephant Atta collaborates with British Rapper, Raxstar, to create Ode to South Asian Family Life and Home
A cherished and iconic name that can be found in South Asian households up and down the country, Elephant Atta has launched a heart-warming campaign entitled Home Is Where The Elephant Atta Is to captivate audiences by celebrating the vital role of flour as the key staple in South Asian family life. The new advert is an ode to the domestic ritual of chapatti-making that unites generations in the beating heart of the home – the kitchen.
The realism of the campaign is conveyed through four families, their households, and their daily chapatti-making – from the first-time paratha makers to the expert grandmothers; from the flawlessly rounded culinary masterpieces to the debut attempts charred at the edges – each offering made with love and perfect in its own way.
To elevate the campaign’s emotional resonance, Elephant Atta has collaborated with international Asian music artist, Raxstar. His heartfelt poem perfectly encapsulates the sentiment that Elephant Atta evokes in every South Asian home and household. Raxstar’s lyricism adds an authentic layer of connection, serving as a love letter to the brand and the memories it invokes.
Home Is Where The Elephant Atta Is beautifully captures the everyday moments that make South Asian family life so uniquely special. It features real families from diverse backgrounds, welcoming viewers into their homes and the beating hearts of their kitchens as they prepare cherished meals together. This authentic portrayal pays homage to the cultural and unifying significance of food and the bonds it nurtures, emotionally resonating with viewers and connecting them with household memories old and moments new.
Elephant Atta’s iconic pink bag has been a trusted companion in kitchens for generations, embodying the true essence of home-cooked comfort and food for the soul. It is synonymous with the comfort and spirit of home life and community. To honour these invaluable connections and pan-generational familial ties, the campaign highlights the role of chapatti-making in the heart of real South Asian families. It celebrates those moments in chapatti-making and home cooking, from buying, transporting, and decanting the iconic bags of chapatti flour to the communal rituals of preparing and savouring the joy and comfort of home-cooked, South Asian family meals.
About his brand collaboration for the campaign, Raxstar says, “I was honoured and privileged to be a part of this emotional campaign that all South Asians will be able to connect with. We all have our tales and memories from the kitchen and dining table and the age-old ritual of chapatti-making across the generations. Nothing quite matches the comfort of South Asian home-cooked food for the soul, with the chapatti being at its core.
“Teaming up with such a renowned chapatti brand as Elephant Atta for this beautiful campaign has been emotional and I have no doubt that South Asian audiences of all ages will relate to and connect with it with love and fondness.”
Speaking about the campaign, Anne Adshead, Senior Brand Manager, Elephant Atta says, “There’s nothing better than eating chapattis, parathas or rotis at home and Elephant Atta is the iconic pink bag that’s been doing it for generations, synonymous with South Asian comfort food for the soul. The Home Is Where The Elephant Atta Is campaign celebrates the heart and soul of South Asian families, their traditions and the cherished moments they share around food.
“We had a lot of fun developing this campaign, working with real families, and getting to know how food brings them together in their unique and personal ways. With the lyricism of Raxstar, we were able to fully encapsulate what family mealtimes mean to many in the South Asian community, that will hopefully resonate with cross-generational South Asians across the country.”
