Two Brothers India Farms has launched ‘Khaane Ke Saath No Mazaak’, a campaign spotlighting how everyday staples like jaggery, ghee and wheat flour are actually made and processed.
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The push marks the brand’s first-ever advertising campaign, built around humour-led digital films, creator collaborations and OTT advertising across Zee5, JioHotstar and MX Player, with Meta and Google DV360 rounding out the media plan.
Three films – ‘Matchmaking’, ‘Sangeet’ and ‘Boy Going to Hostel’ – dropped on August 7, using relatable family settings to tackle adulteration, over-processing and production shortcuts common in everyday food categories.
Running through the festive season up to Diwali, the campaign will also rope in nearly 50 creators across food, wellness, fitness, comedy and lifestyle. It showcases the brand’s Desi Jaggery, Cultured Ghee and Native Stoneground Khapli Atta, positioned as traditionally made with clean ingredients.
Satyajit Hange, co-founder and farmer, Two Brothers India Farms, called the campaign a significant milestone for the brand, saying the goal behind ‘Khaane Ke Saath No Mazaak’ is to make conversations around honest, quality-led, traditionally made food more relatable and accessible to families reconnecting with what they eat daily.
Ajinkya Hange, co-founder and farmer, said the brand deliberately avoided fear-based or jargon-heavy messaging in favour of humour, which breaks barriers and makes issues memorable by exaggerating realities already present in the food system. He added that the real objective goes beyond product promotion — it’s about nudging people to pause, question what goes into their food, and choose unadulterated, quality-led options.
