Elephant Atta has also celebrated its 50th anniversary at London’s Hilton Hyde Park Hotel on Friday 16 March 2012 with food retailers, media and key partners. The celebration was an opportunity to preview the TV advert. It takes the viewer through various stages of cooking chapatti, picturing the storyline of seven families in various stages of growing up, showing the journey of the families with Elephant Atta flour for 50 years, reinforcing the brand’s relevance to today’s consumers. The iconic chapattis are the cornerstone of the traditional South Asian diets and are enjoyed by thousands of UK Asian families every day. Upholding family ties and traditions has always been at the core of the brand and what it stands for. The tradition of making chapattis is passed from generation to generation in South Asian cultures, and the Elephant Atta brand honours this tradition. The Elephant Atta brand is committed to taking care of the health, nutrition and wellbeing of the families together with mothers and has always demonstrated its commitment in all its previous campaigns and activates too.
Commenting on celebrations of 50th Anniversary Ms Ansareen Shaban, the Brand Manager of Elephant Atta said, “This is our unique opportunity to appreciate all women and households who have trusted us over these 50 years. We acknowledge that mum’s hard work and persistence are the reason why South Asian traditions are still preserved in the UK. It is thanks to Elephant Atta consumers that we are the leaders in the atta flour market. The new TV campaign and the Golden Jubilee are just the beginning of many exciting events to come in 2012. We aim to actively engage with our consumers and communities to demonstrate our appreciation and care for them”.
Elephant Atta flour was launched in the UK in 1962 soon taking the leading position of flatbread flour market ever since. Trusted by generations of home users and restaurant owners, the Elephant Atta brand has always stood for the best in authentic Asian cuisine standing next to the mothers through many generations of South Asian families in UK.
Media inquiries to Ruzanna Martirosyan on firstname.lastname@example.org or at +44(0) 2077513333
Notes to the editors:
1. Elephant Atta is part of UK's biggest food manufacturer Premier Foods Group. Premier Foods is committed to being the 'Best in British Food - delivering the taste the British love, with food that's made in Britain by people who understand British consumers. It supplies a range of retail, wholesale, food service and other customers with some of Britain's best loved brands, including Ambrosia, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.
2. Elephant Atta comes in 6 different varieties: Medium, Brown, Wholemeal, Fine White, Self-Rising, Chakki Gold
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