Aashirvaad Masala & Nani Gave Homemakers Their Superstar Moment

National, 12 September, 2025: ITC’s Aashirvaad Masala has brought Telugu cinema’s magic into the lives of homemakers with its “Dammu Meede, Star Meere” campaign, starring Natural Star Nani. Celebrating Andhra-Telangana’s twin passions - Dumdaar food and Cinema, the campaign puts homemakers at the centre stage, applauding their culinary flair with a superstar’s recognition. Now, the excitement is leaping from smartphones to the silver screen, as winning participants see themselves featured with Nani in actual movie theatre ads.

“Imagine sitting in a packed theatre, and Nani himself calls your name, points out your seat, and admires your poster - that’s the kind of superstar moment we wanted to gift our homemakers,” said Piyush Mishra, Business Head, Spices, Foods Division, ITC Ltd. The reaction is electric - from surprised gasps to loud cheers, families watch their mothers, sisters, and wives being celebrated like true cinema stars. It’s a once-in-a-lifetime moment that blends the glamour of the silver screen with the everyday magic of the kitchen.

‘Dammu Meede, Star Meere’ isn’t just a tagline; it’s a movement. Women who are homemakers don’t ask for recognition: they inspire & earn it. With this campaign, Aashirvaad Masala turns the spotlight on their strength, grace, and unwavering spirit, proving that the real magic happens not just on screen, but in every household.

The campaign’s AI-powered WhatsApp bot has already drawn 1 lakh+ participants since its launch in June. Users can create personalised movie posters with Nani across genres like romance, comedy, thriller, and action - turning their kitchen stories into cinematic moments. But the real thrill comes when winners don't just win free movie tickets, they watch themselves on the big screen as Nani personally acknowledges them in a special ad spot, calling out their name, seat number, and admiring their co-star poster.