iD Fresh Food, a fresh food brand, celebrated World Idli Day today with its unique live streaming campaign – TransparenSee.
As part of the campaign this year, CEO and Co-founder, PC Musthafa, along with the Chief Manufacturing Officer, GLN Murthy, conducted the live session from 12:00 – 1:00 PM. The campaign let viewers witness the making of idli and dosa batter – right from Raw material feeding section, to soaking and grinding area, packaging segment, and then followed by the fermentation/chilling area to the cold room.
Speaking about the second edition of TransparenSee, PC Musthafa, CEO and Co-founder, iD Fresh Food, said, “Given last year’s awe-inspiring response, we were keen to make TransparenSee an annual campaign to commemorate World Idli Day. It was not just about 25 crore views – though it’s a huge number – that the campaign garnered over a period of five days last year, but also about the enthusiasm, excitement, and engagement that it inspired. This year too, we celebrated the love of food – traditional Indian food, made with love.”
GLN Murthy, Chief Manufacturing Officer, iD Fresh Food, said, “At iD Fresh, our love for traditional Indian foods is powered by innovation. Premium ingredients are soaked, ground, and mixed with our state-of-the-art machinery to create the healthiest idli and dosa batter. TransparenSee is a great initiative that gives our consumers a virtual tour of the entire batter-making process at our Grand Home Kitchen.”
Rahul Gandhi, CMO, iD Fresh Food, said, “From creating a new product category – idli and dosa batter – in a 50-sq ft kitchen in Bengaluru to revolutionising the fresh food industry in India, iD Fresh has always made sincere efforts to be responsive to consumer needs. Our marketing campaigns are a reflection of the values that drive the organisation. Without 100% transparency and honesty, how can there be trust and loyalty?”
