There is no love like the love of a mother! iD Fresh Food is back with the sixth edition of its much-loved Khaana Khaaya campaign to celebrate Mothers’ Day this year.
Maternal love shapes us all in countless ways. iD Fresh Food’s latest Khaana Khaaya campaign beautifully captures the idea of food as an expression of love. A dosa can express our deepest emotions when words seem inadequate!
The 1.50-minute video takes us into a lively restaurant called Mother’s Special Doasa, where we see a group of moms sitting around a table with their kids, who are back after a Sunday football practice.
At the kitchen counter, chef Vikram is busy making dosas in amusing shapes. Just then a mother asks her son – Khaana Khaaya? When he shakes his head, she is quick to feed him a dosa in the most affectionate way. It’s a touching sight that makes the chef emotional.
Next, we see him take the batter from the iD Fresh Food pack and pour it onto the tawa. We don’t see what he’s making, except his hands moving like he’s creating art. He then looks at the tawa and smiles warmly at the silhouette of a woman with a plate in hand. The film ends with a shot where the chef has created the dosa art- silhouette of his mom. Creating a scenario as though he’s being fed by his mom.
Commenting on the Mother’s Day campaign, PC Musthafa, CEO and Co-Founder, iD Fresh Food, said “Memory is the treasure house of the mind, and food carries a taste of memory. With the latest video in our Khaana Khaaya campaign, we are celebrating the memory of our mother’s love. When a mother asks, ‘Khaana Khaaya?’ it’s her way of expressing her unconditional love for her child. That’s the purest love and we need to cherish it every single day. At iD Fresh Food, we salute the love, kindness and generosity of all mothers. They make the world a better place!”
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, further added, “In 2017, when iD Fresh Food launched the first Khaana Khaaya campaign, we had no idea that it would resonate with so many people across age groups. Over the years, the campaign has become an ode to a timeless declaration of love. This Mothers’ Day, we hope to reinforce the message, as we celebrate the women who gave us life.”
As a proud made-in-India brand, iD Fresh Food has been at the forefront of disruptive innovation and making a net positive impact on the world. At a time when companies across the globe are looking to increase the shelf-life of food products, iD Fresh Food has maintained its USP – 100% natural, home-made style of preparation, without the use of any chemicals, preservatives, artificial colours, or flavours.
Some things must never change. Like mother’s love. This Mothers’ Day, let’s put the spotlight on the brightest star in our lives. As the celebrated poet and Sufi master Rumi, evocatively put it, “We are born of love; love is our mother.”