iD Fresh Food has launched a new television commercial for its batter range as part of the ‘iD Ka Idea’ campaign. The film follows two sisters and a food idea introduced and approved by their mother, using familiar sibling banter to explore how home-style food can be recreated with greater convenience.
Gaurav Kwatra, CMO, iD Fresh Food, said the campaign rests on a simple belief: when it comes to food, Mom knows best. He explained that it marries the authenticity of Mom’s cooking with the convenience of modern living, backed by iD’s clean-label credentials and commitment to purity. Good ideas, he noted, can change how food is made but should never change what makes it authentic.
Vineeth Mahajan, founder of Viem Collective, said the film is built around playful banter between two sisters over who their mother’s favourite is, a relatable family dynamic that brings alive the brand’s promise of authentic taste. When it comes to idlis and dosas, he added, nothing beats homemade, and finding a smarter, simpler way to enjoy that taste is what makes the idea a good one.
Director Prashanth Madan, who directed the film, said he was drawn to the script, an emotional story about passing tradition to the next generation, set in a contemporary world and laced with humour and wit. The film was developed by Viem Collective, with Absolute Films involved in production.
