Latest news with #WherePurityBegins
Hindustan Times
12-05-2025
- Entertainment
- Hindustan Times
If Purity Had a Face, It Would Be Hers: Annapurna Group Salutes Mothers
This Mother's Day, Annapurna Group released the campaign 'Where Purity Begins', a film that feels less like advertising and more like a moment of reflection. It is not only a celebration of the strength of Indian womanhood but pays quiet heartfelt tribute to something we all feel but rarely acknowledge: the deep, unspoken power of mothers. At the heart of the film lies a simple yet profound insight—purity isn't something loud or glowing. It's something you feel. It's unspoken, yet deeply trusted. Just like a mother. And just like Annapurna, a brand that has stood for nourishment with integrity, generation after generation. Through this video, Annapurna Group not only honours mothers but also reinforces its long-standing commitment to 'Your Right to Purity'. Just as a mother remains a quiet, constant force of care and truth, Annapurna pledges to uphold the same values in every product it creates. Whether it's the food we eat or the everyday essentials we trust, purity, honesty, and presence are the non-negotiables. 'At Annapurna we are committed to securing the consumers' right to purity when it comes to food. This has been our objective since 1952, and stringently maintained in the food products that we have been offering,' said Mr. Subir Ghosh, Managing Director, Annapurna Group.'As we infuse the purity of motherhood in everything that we create,it is only appropriate that we salute all mothers on this Mother's Day.' adds Mr. Ghosh. Directed by Vinay Jaiswal, this film offers a fresh take on the purity of motherhood. Backed by Artha Creations — a Bombay-based production house known for powerful storytelling and impactful productions. Watch the campaign film here: As the film concludes, it leaves no doubt: 'If purity had a face, it would be hers.' About Annapurna Group Annapurna Group is a renowned FMCG firm dedicated to delivering pure and delightful products to households across Eastern India. With a legacy of over 70 years, Annapurna Group is committed to upholding the Right to Purity. Note to the Reader: This article is part of Hindustan Times' paid consumer connect initiative and is independently created by the brand. Hindustan Times assumes no editorial responsibility for the content, including its accuracy, completeness, or any errors or omissions. Readers are advised to verify all information independently.
Mint
12-05-2025
- Entertainment
- Mint
Annapurna's Mother's Day Miss: Where's the brand in the beauty?
Annapurna's 'Where Purity Begins' campaign is all emotion, no clarity Annapurna Group's new Mother's Day ad, titled 'Where Purity Begins', attempts to draw a poetic parallel between mothers and the brand's longstanding commitment to 'purity'. But while the film is gorgeously shot and clearly aspires to be meditative and emotional, the message it wants to land never really arrives. Set against the backdrop of Mother's Day, the ad positions the idea of 'purity' as something deeply felt, like a mother's love. That's a lovely sentiment in theory. But in practice, the storytelling doesn't clearly bridge the emotional narrative with Annapurna's product promise. The viewer is left wondering: What exactly does the brand do? How does the mother's love metaphor translate into product quality or consumer trust? Instead of sharpening its message, the campaign gets lost in abstraction. Lines like 'purity isn't something loud or glowing. It's something you feel' may sound profound, but feel empty when not anchored in tangible product truth. This kind of lofty writing might have worked had the brand clearly shown how it delivers on that purity, through sourcing, processes or proof points, but the ad avoids specifics. Even the tagline, 'If purity had a face, it would be hers', while poetic, feels forced and a little hollow without strong narrative grounding. There's an overdependence on mood and music, and too little clarity on what the brand stands for, or how it's different from any other fast moving consumer goods player claiming integrity. To its credit, the production values are high and Annapurna's attempt to cut through the usual Mother's Day clutter with a quiet, emotional approach is commendable. But in trying to be more 'moment of reflection' than ad, it forgets to say what it's selling. Verdict: Beautifully shot, emotionally ambitious, but conceptually foggy. This is a case where the heart may be in the right place, but the message gets lost in translation.
Business Standard
10-05-2025
- Entertainment
- Business Standard
If Purity Had a Face, It Would Be Hers: Annapurna's Salutes Mothers
VMPL New Delhi [India], May 10: This Mother's Day, Annapurna Group releases the campaign 'Where Purity Begins', a film that feels less like advertising and more like a moment of reflection. It is not only a celebration of the strength of Indian womanhood but pays quiet heartfelt tribute to something we all feel but rarely acknowledge: the deep, unspoken power of mothers. At the heart of the film lies a simple yet profound insight--purity isn't something loud or glowing. It's something you feel. It's unspoken, yet deeply trusted. Just like a mother. And just like Annapurna, a brand that has stood for nourishment with integrity, generation after generation. Through this video, Annapurna Group not only honours mothers but also reinforces its long-standing commitment to "Your Right to Purity". Just as a mother remains a quiet, constant force of care and truth, Annapurna pledges to uphold the same values in every product it creates. Whether it's the food we eat or the everyday essentials we trust, purity, honesty, and presence are the non-negotiables. "At Annapurna we are committed to securing the consumers' right to purity when it comes to food. This has been our objective since 1952, and stringently maintained in the food products that we have been offering" says Mr. Subir Ghosh, Managing Director, Annapurna Group. "As we infuse the purity of motherhood in everything that we create, it is only appropriate that we salute all mothers on this Mother's Day." adds Mr. Ghosh. Directed by Vinay Jaiswal, this film offers a fresh take on the purity of motherhood. Backed by Artha Creations -- a Bombay-based production house known for powerful storytelling and impactful productions. *Watch the campaign film here: As the film concludes, it leaves no doubt: "If purity had a face, it would be hers." About Annapurna Group Annapurna Group is a renowned FMCG firm dedicated to delivering pure and delightful products to households across Eastern India. With a legacy of over 70 years, Annapurna Group is committed to upholding the Right to Purity. (ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)
