Bengaluru: iD Fresh Food, a fresh food brand, has launched an exciting new TVC celebrating the shared love for parotas across the country. Whether you call it Paratha, Barota, Parotta, Parantha, or Brota, one thing remains constant—the joy of a perfectly flaky, crispy, and indulgent parota.
The campaign, directed by renowned filmmaker Basil Joseph, brings warmth and relatability to everyday moments where iD’s preservative-free, ready-to-cook parotas turn ordinary meals into something special. Through a humorous and slice-of-life storytelling approach, the TVC highlights how a simple dish like parota unites people across regions, families, and cultures.
Gaurav Kwatra, CMO, iD Fresh Food, shared, “At iD Fresh, we see food as a bridge that connects people, creating moments of warmth and joy. Parotas, loved by all but pronounced differently across regions, perfectly embody this spirit of unity. Through this campaign, we celebrate how a simple meal can spark meaningful connections and happy memories.”
The film, conceptualized by Saritha Rajagopal, Creative Director at iD, showcases different scenarios—from late-night cravings to family mealtimes and friendly debates over how to pronounce ‘parota’—proving that great food has the power to bring people together.
Basil Joseph, Director, commented, “Bringing this campaign to life was an exciting experience. Parottas are a beloved staple across the country, and we wanted to capture that shared love in an entertaining and relatable way. The film is a tribute to the joy that food brings, and I hope it resonates with audiences everywhere.”
The campaign will be launched across iD Fresh Food’s digital and social media platforms and will be available in multiple regional languages, including Hindi, Kannada, Tamil, Malayalam, and Telugu, ensuring that every food lover across India can relate to the joy of a fresh, authentic parota.
