iD Fresh Food has launched a heartwarming TVC campaign celebrating the pan-Indian love for parotas, a dish known by various regional names including Paratha, Barota, Parotta, Parantha, and Brota.

Directed by acclaimed South Indian filmmaker Basil Joseph, the campaign showcases how this beloved flatbread transcends regional boundaries while highlighting iD’s preservative-free, ready-to-cook offerings that bring authentic taste and convenience to home dining.

The TVC portrays diverse scenarios—from late-night cravings to family gatherings—where soft, flaky parotas enhance everyday moments. Characters from different backgrounds are shown bonding over iD parotas, debating pronunciation while sharing meaningful connections.

“At iD Fresh, we see food as a bridge that connects people, creating moments of warmth and joy,” says Gaurav Kwatra, CMO. “Parotas, loved by all but pronounced differently across regions, perfectly embody this spirit of unity.”

Director Basil Joseph adds, “Parottas are a beloved staple across the country, and we wanted to capture that shared love in an entertaining and relatable way.”

Conceptualized by Creative Director Saritha Rajagopal, the campaign will run across iD’s digital and social platforms in multiple languages including Hindi, Kannada, Tamil, Malayalam, and Telugu.