GRM Group’s 10x Classic Atta has introduced a new campaign titled ‘Roti Gol Nahi, Soft Honi Chahiye’, using an everyday kitchen observation to comment on the tendency to value appearance over real quality.
The campaign has drawn a parallel between judging rotis by their shape instead of softness and nutrition, and the way women have often been assessed on looks and domestic expectations while their education, ambition and aspirations have been overlooked. Through this narrative, the brand has positioned softness and nourishment as markers of real value, extending the message beyond food to social attitudes.
10x Classic Atta, endorsed by Salman Khan as its brand face, has continued to build its positioning around quality and nourishment, while aligning its communication with contemporary social conversations.
GRM Overseas has continued to expand its presence in the FMCG space with brands including 10x, Zarda King and Rage Coffee, and has indicated plans to introduce additional brands in the coming months. The company has also recently launched its domestic consumer website, to strengthen engagement across Indian markets.
With this campaign, 10x has positioned itself as a staple food brand that connects everyday kitchen choices with broader cultural values.
“As a brand that is part of everyday Indian households, we believe our responsibility goes beyond delivering quality products. With 10x’s latest campaign, we want to spark a shift in how value is judged, whether in food or in people, by encouraging substance over surface.”- Atul Garg, Managing Director, GRM Overseas
