Mumbai: Living Foodz launched a campaign which reinforces the channel’s philosophy of ‘Making food fun’. The integrated campaign includes three television commercials, digital outreach, social media engagement, radio and a comprehensive public relations programme.
Since its launch last year, Living Foodz has heralded a whole new space of Foodtainment in Indian television, establishing the genre for the first time amongst the Indian television audience.
As Living Foodz enters its second year of operations, the channel continues to maintain the brand promise and take food and fun to the next level.
The ‘Obsessed With Food’ campaign was created by Scarecrow Communications. It is a highly relatable concept as we all have a friend, relative or acquaintance who are completely obsessed with food! The TV campaign comprises of three commercials, inspired by such food-obsessed people from all walks of life. It is a light-hearted take on the insight that will resonate with food lovers. The TVCs will be promoted on General Entertainment, news and movie channels, in addition to Living Foodz. The same idea is carried forward on Radio, Digital and Social Media with various renditions of food obsession.
Commenting on the campaign, Mr. Amit Nair, Business Head, Living Foodz said, “Living Foodz is the undisputed leader in the food and lifestyle genre and as we move into our second year, we will continue to live up to our motto of ‘making food fun’. While crafting our campaign, we zeroed in on the theme of Food Obsession as this is extremely relevant and relatable to audiences across the country. The ‘Obsessed with Food’ campaign amalgamates the elements of fun and food and conveys our channel’s ethos effectively. We hope to strengthen the connect with our viewers through the campaign.”
Living Foodz has invited food enthusiasts on Facebook, Twitter and Instagram to share pictures that capture their obsession with food using #FoodObsessed. Additionally, participants can share creative and funny images of their family and friends which capture a ‘food obsessed’ expression. Lucky winners will get the opportunity to have their pictures featured on Living Foodz and appear on the small screen. The channel is using radio as a an additional surround medium in Mumbai and Delhi, where the #FoodObsessed contest will be amplified through strategic radio partnerships.
Arunava Sengupta, Founder Director, Scarecrow Communications said, “We wanted the TVC campaign to accentuate and take forward the brand’s promise of making food fun. Hence we consciously moved away from conventional kitchens and cooking and chose to focus on kindling emotions that food evokes, thereby bringing a smile on people’s faces.”
Creative Agency: Scarecrow Communications Pvt. Ltd.
Creative Team: Raghu Bhat, Mustafa Kapasi, Saikat Sengupta, Shrenik Chheda, Arnab Chaudhury
Production House: Puppet Pictures
TVC Director: Naren Multani