Mumbai: Independent creative and integrated marketing agency ThinkROI has conceptualised and executed the launch campaign for Indifeast®, the new staples and ready-to-cook brand from Dhariwal Food, part of the Manikchand Group.
As the strategic and creative partner for the brand, ThinkROI has led the integrated launch mandate covering brand strategy, creative development, digital content, social media and media campaigns.
The launch campaign is centred around the thought “Kuchh Achchha Banaate Hain,” which positions food as a medium for creating meaningful everyday moments. The campaign highlights how meals extend beyond nourishment to represent care, comfort, celebrations and family connections.
ThinkROI developed the strategic foundation for Indifeast® by defining the brand philosophy and campaign direction, before bringing the thought to life through an integrated digital-led launch. The campaign is anchored by a brand digital video commercial (DVC) featuring everyday moments that showcase food as a part of shared experiences and emotional connections.
Commenting on the creative approach, Suraj Talaulikar, Chief Creative Officer, ThinkROI, said, “‘Kuchh Achchha Banaate Hain’ was inspired by a simple observation – food is often the backdrop to some of our most meaningful everyday moments. From celebrating milestones to expressing care in quiet ways, we wanted the campaign to reflect stories that people see themselves and their loved ones in.”
Rupinder Singh, Founder & CEO, ThinkROI, added, “Indifeast® enters a highly competitive category with a proposition that goes beyond functionality. Our focus has been on building a launch ecosystem that introduces consumers to the brand’s philosophy while driving relevance across touchpoints. The objective has been to ensure that consumers see Indifeast® as more than just another food brand, but as one rooted in relatable, everyday moments that resonate over time.”
Speaking about the partnership, a spokesperson from Dhariwal Food said, “With Indifeast®, our vision is to build a food brand that feels at home in Indian kitchens while delivering the quality and trust consumers expect. ‘Kuchh Achchha Banaate Hain’ reflects the emotion behind everyday cooking, and ThinkROI has translated that thought into a launch campaign that truly reflects the spirit of the brand.”
Through digital storytelling, performance marketing and content-led engagement, ThinkROI is supporting Indifeast®’s brand awareness and consumer engagement across multiple touchpoints. The integrated campaign is designed to introduce the brand’s philosophy while strengthening its presence in the staples and ready-to-cook category.
Indifeast® has commenced its rollout in Hyderabad as its first market, with plans for phased expansion across India supported by digital outreach and retail growth initiatives.
