"Discover"

10 December 2025

60s

Beta's test.

Two years ago, DAVID wrote about a wonderful game called 'Venba'. A tale of family, food, and flavour text, it showed how the taste of home travels thousands of miles. When brands like Elephant Atta explore that theme, it helps to have someone like Zak Razvi at the helm.

He directs a 60" commercial about atta, a type of wheat flour used to make flatbreads. When a woman moves from India to the UK, it's one of the first things she buys. Tiny steps and all that—every phulka or roti she makes helps fuel her efforts to explore and embrace her new home. As food tastes better when shared (unless you're Joey Tribbiani), it's not long before friends learn what all the fuss is about.

Her family may not be seen, but it is very much heard. Like Branston, Elephant Atta appreciates the power of a good phone call—her dad's message is full of sage encouragement (you believe it when he says "Everything will be perfectly fine, I promise you, everything will be fine"), but also a reminder to eat well. Seems like she's off to a good start with the advertised brand.

UK

Bread / Bread Products