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.
In the context of Project Sindoor, 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:
https://www.youtube.com/watch?v=_4BGiOPmQKk*
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.