MUMBAI: From spice rack to star track, Nani joins fans in masala movie moments. In a deliciously cinematic twist, Aashirvaad Masalas has turned the humble kitchen into a movie set. Following the blockbuster launch of Telugu star Nani as its brand ambassador in Andhra Pradesh and Telangana, ITC’s masala brand is now blending AI with AP cinema fandom serving up movie-style posters that put the homemaker centre stage.

The interactive campaign lets users co-star with “Natural Star” Nani by generating personalised movie posters via a Whatsapp bot. And the plot twist? You only need a selfie, some genre flair action, romance, thriller or comedy and a dash of confidence.

Branded under the tagline “Dammu Meede, Star Meere” (You’ve got the dum, you’re the star), the initiative celebrates the unsung heroes of the kitchen those who bring fiery flavour and boldness to the everyday meal. Now, they also get their own reel-life moment, courtesy of AI-generated poster magic.

To jump into the action, users can scan the QR code on the Aashirvaad Chilli Powder pack or click a link via Aashirvaad Masala’s Telugu social handles. Once connected to the bot, they simply choose their preferred language, genre, and character setting before uploading a selfie. Within seconds, they receive a film poster starring themselves alongside Nani cinema-style drama, sans studio.

As if starring opposite Nani weren’t enough, select participants might just find their faces up in lights on real billboards or snag movie tickets as part of the promotion.

Blending the region’s deep love for cinema with a love for spice, this campaign is more than digital wizardry, it’s a slice of pop culture that makes the consumer feel like the superstar they truly are.

So whether you’re perfecting your biryani or clicking the perfect selfie, Aashirvaad Masalas invites you to spice things up one poster at a time.