Elephant Atta is the UK's original Atta flour. A trusted staple, home simply isn't home without a bag of its iconic pink packaging in the kitchen cupboard for many British South Asians. It's used to make home favourites chapattis, rotis, parathas or puris. From the way it is mixed to the way it is puffed up, every family has their own unique way of making and enjoying theirs.

‘Home is where the Elephant Atta is’ is a love letter to chapattis and the role they play at the heart of modern British South Asian family life. Using authentic families from a diverse range of backgrounds, it captures the real, intimate moments that make home…home. And chapattis special. Men, women, children, we see them all working together to create something with love, together. The film is paired with a heartfelt and genuine poem from well-known British Asian rapper Raxstar to add a deeper layer of authenticity through his own memories and experiences.

Not only has 'Home is where the Elephant Atta is' gained over 15M TV impressions and created a sales uplift of 13% in just 2 months, making strides commercially. But more importantly, it has made strides culturally within our unique and beautifully diverse audience. As Sadia Siddiqui, founder of D&I consultancy Language Matters beautifully puts it: "Non-South Asian viewers may see various families happily ensconced in their kitchens. But we, the audience of the ad, can differentiate between the Hindu, Muslim and Sikh families preparing their meals and, most importantly, the commonalities we share. We should all strive to make culturally intelligent work, and this spot has set the industry a lovely new benchmark." What’s been particularly well-received in the South-Asian community is that the ad depicts everyone pitching in, both boys and girls, undergoing the rite of passage of learning how to make that perfect round roti.