Elephant Atta’s heart of the home
A tender and poetic spot from the flour brand gives us a diverse glimpse into South Asian family life, paying homage to the cultural significance of food and the bonds it creates.
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Directed by Hugh Rochfort through Knucklehead, this heartwarming spot champions flour brand Elephant Atta’s significance in South Asian households, whilst celebrating the vital role of food-based traditions in family life.
Created by agency krow Group, Home is Where the Elephant Atta is highlights the importance of chapatti-making in South Asian families and honours the intimate, everyday moments that make family life special.
Paired with a heartfelt poem by Asian music artist Raxstar, the film features real families from diverse backgrounds, welcoming viewers into their homes and kitchens as they prepare cherished meals together.