iD Fresh Food, India’s largest and most reputed brand in fresh and natural food products, is thrilled to announce the launch of its new and refreshed TVC campaign, embodying the heartfelt premise of “a promise is a promise.” The campaign highlights iD Fresh’s commitment to delivering the freshest, softest idlis and crispiest dosas, which is the essence of the iD promise.

The campaign draws inspiration from iD Fresh’s own journey of overcoming challenges and steadfastly keeping promises, reflecting the brand’s commitment to delivering fresh, natural products free from chemicals and preservatives. It highlights iD Fresh’s dedication to maintaining this promise throughout its ongoing journey.

Commenting on the new TVC, Rajat Diwaker, chief executive officer India, iD Fresh Food, said, “Our new campaign reflects a timeless truth – that a promise made with love should always be kept. Through this video, we aim to showcase not only the quality and taste of our products but also the heartfelt connections they help to nurture. iD Fresh is about more than just food; it’s about maintaining traditions and creating moments of happiness. We understand that today’s consumers value the tradition of home-cooked meals, and with our batter, we’re making it convenient for them to enjoy that experience without compromise.”

Saritha Rajagopal, creative director, iD Fresh Food, added, “The essence of this campaign lies in the promise of delivering the same freshness and taste as a homemade meal. Consumers today seek products that replicate the authentic, homemade taste they love, and with iD Fresh, we’ve ensured that each batch of batter lives up to that expectation. We are excited to present this new TVC, which beautifully captures the nostalgia and joy of enjoying traditional idlis and dosas, made effortlessly with iD Fresh. It’s our way of celebrating the simple yet profound promises that bring families together and the trust our consumers have in us to consistently deliver quality and freshness.”

The latest campaign features a touching narrative where a grandmother is determined to keep her promise of preparing her well-loved idli and dosa batter from scratch for her beloved grandchildren. The video opens with her preparing to start the traditional process of soaking and grinding the rice and dal. However, her daughter steps in with iD Fresh’s ready-to-use batter, making it possible to enjoy the same homemade taste and quality effortlessly. The result? Soft, fluffy idlis and crispy dosas that are reminiscent of the grandmother’s cherished recipes, bringing joy to her grandchildren and reaffirming the essence of the iD promise.

The campaign will be launched on iD Fresh’s social media channels with the ad set to go live in multiple languages including Hindi, Kannada, Tamil, Malayalam, and Telugu. Designed, conceptualized and produced by Saritha Rajagopal, Creative Director of iD Fresh Food, the TVC promises to resonate with audiences across the country.