Getting ready for everyday battles

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How can a brand stand out in a category that is perceived as being boring? By stop being boring. Here's one brand that's trying to play to that formula in a traditionally unexciting category and it has picked out a page from the health drink and fairness products category playbook to pull that off.

Nature Fresh atta, which operates in the Rs 7,500-crore (estimates for 2015-16) wheat flour market in India, has left the beaten track in category advertising with a new campaign that positions the humble atta as the hero of the piece. The typical communication in the segment focuses on quality, purity, trust and convenience with the much-harried homemaker as the focal point of the narrative. To stand out, Cargill has taken the communication beyond functional benefits of the product with

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