Description
Here it is! The anthem you’ve all been eagerly waiting for!
Boss Dadi is back with beats, sass, and a hookstep that’s about to take over your feed. Turn up the volume and wear your dancing shoes… because it’s time to groove with Boss Dadi!
ITC Aashirvaad Soul Creations brings back its most-loved icon with a fresh dose of rhythm, attitude, and unapologetic swag. Boss Dadi returns not just as a character, but as a cultural moment—blending sharp beats, playful sass, and a hookstep designed for instant virality.
This anthem flips expectations by placing an elder at the centre of pop culture cool, celebrating confidence that only grows louder with age. Packed with humour, high energy, and a dance move that demands participation, the film invites audiences to turn up the volume and let loose.
More than a song, it’s a statement: style has no age, groove has no rules, and Boss Dadi still runs the floor. ITC Aashirvaad Soul Creations proves once again that storytelling hits harder when it’s bold, joyful, and rooted in personality.
This professional campaign titled 'Khichdi Anthem' was published in India in January, 2026. It was created for the brand: Aashirvaad Soul Creations, by ad agency: Deepsense Digital Solutions. This Design and Digital media campaign is related to the Food industry and contains 1 media asset. It was submitted about 6 hours ago by Digital Agency: Deepsense Digital of Deepsense Digital.
Credits
Advertising Agency: Deepsense Digital Solutions, Chennai, Tamil Nadu, India
Brand: ITC Aashirvaad Soul Creations
Account Manager & Copywriter: Smriti Venkatesh
Brand Strategist: Smriti Venkatesh, Anushka
Head Of Design: Ravi Kumar S
Video Editor: Shaan Antony
