Atta (flour) is a staple ingredient in Asian meals and even the most basic meal in an Asian household includes chappatis, which are often made using unhealthy white flour. Most South Asian families realise that they need to adopt a healthy eating lifestyle, however healthy food often has the perception of not being tasty to eat. This paper shows how Elephant Chakki Gold (ECG), a wholegrain healthier option with the appearance of white flour, changed their consumers’ opinions of their brand with a budget of just £28,000. Using one high impact TV ad alongside sponsorships of popular primetime programmes on key ethnic channels they were able to reach out to specific communities more effectively. As a result of the campaign, Elephant Chakki Gold has achieved a growth rate of 206 per cent