New TV campaign for Pillsbury Atta

General Mills is one of the world's leading food companies. It operates in over 100 countries and markets more than 100 consumer brands, including - Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Cascadian Farm, Muir Glen, and more.

The Pillsbury Atta with Multi-Grains TVC is created by Saatchi and Saatchi, which 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. With this atta available soon, now it's easy for moms to provide extra nutrition to their families with this unique offering.

On this, Gayatri Yadav, Marketing Director, General Mills (India) said, "We spoke extensively to moms and learnt one key insight: Today's kids are different, and are more demanding of life. Moms often struggle to keep pace. This led to the creative idea of "Aaj ke Bacche, Aaj ka Poshan" ' kids of today need more from their nutrition to help them give more to life. Pillsbury Multi-Grain Atta seamlessly fulfils that need.

Yadav further added, "The campaign will be released across national and regional channels, and it will help create and drive the extra nutrition segment in the branded Atta market in India."

Then, Ramanuj Sastry, Creative Head, Saatchi and Saatchi (India) said, "This campaign is in line with the Saatchi Love mark philosophy to create great brands that inspire love and respect. We are really excited about this campaign and believe that it takes the brand and category forward¦with a simple yet memorable campaign."

The film has been produced by Fingerprint Films and the media release is handled by Starcom.