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‘Rejoicing with you as a family member’, says iD Fresh’s campaign – ET BrandEquity

iD Fresh Food has released a new campaign for its Idly & Dosa batter

iD Fresh Food’s new campaign for their idly-dosa batter highlights how food offers solace in difficult times. Developed by People Designs and Communications, the campaign reinforces iD’s brand messaging of bonding over home-made food.

The 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 spread of fresh crispy dosas and soft, fluffy idlis – made with the help of her doting grandma. The campaign conveys the message that just like our grandmothers’ recipes have stood the test of time, iD has, over the years, served households with traditional recipes that are focused on freshness, health, taste and convenience.

Watch it here:

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.

PC Musthafa, chief executive officer and co-founder, iD Fresh Food, said, “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 idli and dosa effortlessly, with the assistance of iD batter made in ‘giant home kitchens’. And yes, they are sure to bring back happy memories of your grandma!”

Read also: The Weekend Room with Rahul Jain from Hero Electronix

Rahul Gandhi, chief marketing officer, iD Fresh Food, 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. 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.”

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