Two Brothers India farms launches humour-led ‘Khaane Ke Saath No Mazaak’ campaign

Mumbai: Two Brothers India Farms, a farmer-owned regenerative food company, has launched ‘Khaane Ke Saath No Mazaak’, its largest integrated brand campaign to date, aimed at encouraging consumers to think more closely about the food they consume every day. Rolling out through the festive season leading up to Diwali, the campaign combines humorous digital films, creator collaborations and the brand’s first-ever OTT advertising initiative.

Built around relatable family situations and satirical storytelling, the campaign highlights concerns around everyday staples such as jaggery, ghee and wheat flour, including adulteration, over-processing and shortcuts in food production. The films use humour and familiar scenarios to encourage consumers to question what goes into their food while highlighting Two Brothers’ Desi Jaggery, Cultured Ghee and Native Stoneground Khapli Atta, which the brand says are made using traditional methods and clean ingredients.

The first three films, titled ‘Matchmaking,’ ‘Sangeet,’ and ‘Boy Going to Hostel,’ were released on August 7. Each film focuses on a different staple category and uses everyday family situations to bring attention to the choices involved in producing and consuming food.

The campaign also marks Two Brothers India Farms’ entry into OTT advertising, expanding its media presence beyond digital platforms. The campaign will be supported by collaborations with nearly 50 food, wellness, fitness, comedy and lifestyle creators, spanning micro and macro influencers, to engage wider audiences and encourage conversations around food quality and sourcing.

“This campaign marks an important moment for us as a brand. With ‘Khaane Ke Saath No Mazaak,’ our ambition is to make conversations around honest, quality-led and traditionally made foods more relatable and accessible. By taking this message to OTT platforms, digital media and creators across categories, we hope to inspire families to reconnect with the foods they consume every day and appreciate the journey behind them,” said Satyajit Hange, Co-founder and Farmer, Two Brothers India Farms.

“We knew this conversation couldn’t be driven by fear or technical jargon. Humour is universal, it breaks barriers and gets people to listen. Every film exaggerates a reality that already exists in our food system, making the issue easier to relate to and remember. Our objective isn’t just to promote our products; it’s to encourage people who may not have considered these concerns before to pause and think about what goes into the food they bring home, and make informed choices around unadulterated, and quality-led foods,” said Ajinkya Hange, Co-founder and Farmer, Two Brothers India Farms.

With food playing a central role in festive celebrations, the campaign seeks to use the period leading up to Diwali to encourage families to pay greater attention to the origins, ingredients and processes behind the food they bring to their homes.