ITC Aashirvaad Soul Creations ties-up with Tarla biopic as official food partner

ITC Aashirvaad Soul Creations, has announced collaboration with upcoming bollywood biopic drama, Tarla as the ‘Official Food Partner’. The movie stars Huma Qureshi in the titular role, portraying the character late Chef Tarla Dalal. The movie is set to release on July 7, 2023 on Zee5.

Tarla Dalal was a renowned Indian chef and cookbook author who introduced generations of Indians to cooking. The film will showcase her inspiring journey from being a young housewife to becoming a household name in the culinary world. This project has been highly anticipated, and fans and food enthusiasts are eagerly waiting to see the film.

As part of the prestigious ITC group, known for its excellence and quality, ITC Aashirvaad Soul Creations will showcase its values and dedication to healthy eating through this gourmet partnership. The brand has curated a special Tarla Dalal inspired menu which includes dishes such as Mohan Thal, Dudhi chana dal nu shaak, Sev tamatar nu shaak, aloo gobhi, daal pachhmel, chapati, and paneer bhurji and more.

Speaking on the association Rohit Bhalla, vice president, New Business Cell, ITC Foods Division says, “Happiness and fulfilment, according to the brand's ideology, are built on a foundation of outstanding health and well-being, and it employs its products to help clients achieve these goals. We are happy to partner with one of the most awaited movie Tarla as their official food partner. This collaboration will enable us to bring some of her exquisite dishes to the consumers.”

The film, directed by Piyush Gupta, will premiere on the popular streaming platform, Zee5. According to a representative of Zee5, "We are excited to partner with ITC Aashirvaad Soul Creations to showcase their commitment towards promoting a healthy living. We believe that this association will help us create a positive impact and provide our viewers with wholesome and nutritious food options."

The movie's production house is equally excited about the association with ITC Aashirvaad Soul Creations. According to a representative of the production house, "We are thrilled to partner with ITC Aashirvaad Soul Creations, a brand that shares our values and commitment towards promoting healthy and mindful lifestyle. We believe that this association will help us reach a wider audience and create a positive impact."

Aashirvaad Soul Creations, seek to provide great products and services to their clients while upholding the legacy of ITC. This gourmet partnership highlights the brand's commitment to providing its customers with guilt-free, convenient and accessible options to enjoy. The all-new menu will be exclusively available in Bengaluru on food delivery platforms like Zomato and Swiggy.