As India celebrates 75 years of Independence, Pescafresh – India’s first D2C seafood and meats brand – unlocks a new marketing campaign, ‘Freedom to Choose’.

Launching the digital campaign on the social media platform, the brand highlights the meaning of ‘freedom’, which is the right to choose without fear of judgment, discrimination and coercion.

The week-long campaign focused on Pescafresh's commitment to deliver seafood and meats that are sourced and handled responsibly, hygienically and sustainably, giving customers options on what to eat and how. Pescalive, the world’s first online live commerce platform in the seafood and meats space, will also showcase products and offers throughout the month of August. Capitalising on consumer insights, Pescafresh has built the campaign on Facebook, Instagram, Twitter, and other digital platforms to celebrate the freedom of choice that customers enjoy with the brand.

Additionally, to mark the 75th year of independence, 75 employees at Pescafresh shared their views on what ‘Freedom to Choose’ means to them through a video that was launched on 15 August. The video’s goal is to inspire individuals to make decisions with freedom, but wisely. This includes the freedom to eat fresh and antibiotics-free food, at one’s convenience.

“Freedom can have different meanings for different people. For some freedom may mean breaking free from the stereotypical paths and pursuing their passion. For others, it may mean liberty to explore fresh products and cuisines. That’s why we are here with the best product offerings for our customers, be it our NAE Chicken, our wide range of seafood or our carefully curated ready-to-eat range. Through our campaign, we further strengthen our stance of making only those products available, that are without any artificial preservatives, antibiotics free, and minus chemicals,” said Sangram Sawant, founder, Pescafresh.

The campaign was also celebrated on Pescalive on 13 August, with MasterChef Season 6 finalist Chef Akanksha Khatri. The virtual seafood and meats market is live every day at 9:30 am for the customers to choose the catch of the day. To serve the customer base better, Pescafresh has created an end-to-end model where the brand has control over the farm to processing to last-mile delivery.