Mumbai: Food is potent. It brings people and families together, it adds celebration to life, and offers solace in uncertain times. iD Fresh Food’s new campaign #MadeWithLove drives home this inspiring message at a time when we are all attempting to reclaim our lives amidst the pandemic.
The evocative campaign depicts iD as an integral part of the Indian family. We see a joyous child-welcoming her parents and newborn sibling home, with a delectable spread of fresh crispy dosas and soft, fluffy idlis – made with the help of her doting grandma. With the assistance of their new family member – iD Idly and Dosa batter – the family can enjoy healthy, preservative-free and home-cooked food without any fuss! Just like our grandmothers’ recipes have stood the test of time, iD has, over the years, served millions of households with traditional recipes that rank high on freshness, health, taste and convenience.
Developed by People Designs and Communications, the campaign reinforces iD’s distinctive brand messaging of bonding over home-made food. The campaign will be launched on all major OTT platforms, TV channels and social media channels. The promotions are scheduled to kick-off in Mumbai and Pune this month, followed by other cities including Bangalore and Chennai in the coming months.
Commenting on the new campaign, PC Musthafa, CEO and Co-founder, iD Fresh Food said, “Today iD’s idly and dosa batter is the most popular product in the ready-to-cook category. iD batter is not just a product, to many, it’s an integral part of their family and enjoys a special bond. There are numerous heart-warming customer accounts that inspire us at iD to continually raise the bar and make healthy, preservative-free and home-made food accessible for all. With the latest campaign, we intend to highlight that every household can now make idly and dosa effortlessly, with the assistance of iD batter made in ‘giant home kitchens’. We make 65,000 kgs of fresh idly dosa batter every day and deliver it to our retail partners on the same day. Our purpose is to assist you in making nutritious and tasty food at home. And yes, they are sure to bring back happy memories of your grandma!”
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, further added, “The customer is at the core of everything we do at iD. Since the COVID-19 outbreak, we have had many insightful conversations with customers – new and old – to understand their challenges. We are committed to preserving the glory of traditional foods against the relentless onslaught of preservatives-laden and processed foods. As India’s No. 1 Idly and Dosa batter brand, this new campaign is our way of saying that we hear you, we stand with you and we are making food for you with love.”