In a digital campaign executed by Publicis India, brand helps parents to make ‘Gharka Khana’more acceptable
New Delhi : FunFoods by Dr. Oetker has launched a digital campaign titled #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’over ‘Ghar Ka Khana’. The video went live on FunFoods’ social media pages recently and has reached over10 million people and been shared over 6000 times.
Conceptualised and developed jointly by Dr.Oetker and Publicis India, the video is available for viewing on the brand’s Facebook page.
On the encouraging response to the video, Devarshy R. Ganguly, VP- Marketing, Dr. Oetker India said,“In the last ten years of being a helping hand to Indian women in the kitchen we have come across multiple challengesthey face. One challenge that stood out through this time is that they struggle to make their children relish food prepared at home.As the leading brand in the category,we realized that mayonnaise plays a meaningful role as a versatile ingredient in households to help prepare tasty food with ease.”
Explaining the insight & rationale behind the campaign, Amit Shankar, National Creative Director, Publicis Capital said: “Kids love eating food from outside. It’s a common problem that mothers face in India and across the world. In fact, it becomes deeply upsetting for mothers as they prepare food with such love and affection. They often experiment with new recipes but convincing their children is nearly impossible. So, to tackle this problem, we came up with a simple idea in partnership with FunFoods by Dr. Oetker and called it #NothingLikeHomemade.
The idea was aimed at changing the perception about home-made food. It was done in a manner where in the end, children were positively surprised to see their mothers as chefs. This made our product the perfect choice for mothers and influenced kids to eat “GharKaKhana.”
The digital video:
The video begins with mothers voicing their concerns on how they often face the challenge of making their kids love ‘Ghar Ka Khana’.We are then taken to a food truck setup, where kids accompanied by their fathers are seen ordering food from a food truck. Completely unaware of their mothers’ presence in the food truck who prepare a mouth-watering meal for them.Kids enjoy the delicious meal only to realise later that the yummy burgers, macaroni and rolls they just relished were made by their own moms just the way they do at home.
Link to the film:
Client: Dr. OetkerFunFoods
Team: Suraj Kashyap, Snehasish Das, Pratiksha Mamgain
Agency: Publicis Capital
Client Servicing: Ravpreet Ganesh,Amitabh Sreedharan, Sukanya Saha
Creative: Amit Shankar, Abhinav Kumar,Kohinoor Dutta
Production House: Atarkya Creatives
Director: Ruchir Arun