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iD Fresh’s new batter campaign depicts it as integral part of Indian family
Wednesday, 30 September, 2020, 15 : 00 PM [IST]
Our Bureau, Bengaluru
iD Fresh Food has now unveiled a new campaign #MadeWithLove to depict the brand as an integral part of the Indian family.

The campaign highlights fresh crispy dosas and soft, fluffy idlis made with help– iD Idly and Dosa batter that a family can enjoy healthy, preservative-free and home-cooked food without any fuss, according to the company.

Just like our grandmothers’ recipes have stood the test of time, the company has, over the years, served millions of households with traditional recipes that rank high on freshness, health, taste and convenience, it said.

Developed by People Designs and Communications, the campaign reinforces its distinctive brand messaging of bonding over home-made food. It will be launched on all major OTT (over the top) platforms, TV channels and social media channels. The promotions are scheduled to kick-off in Mumbai and Pune this month, followed by other cities including Bangalore and Chennai in the coming months.

Commenting on the new campaign, P C Musthafa, CEO and co-founder, iD Fresh Food, said, “Today iD’s idly and dosa batter is the most popular product in the ready-to-cook category. iD batter is not just a product, to many, it's an integral part of their family and enjoys a special bond. There are numerous heart-warming customer accounts that inspire us at iD to continually raise the bar and make healthy, preservative-free and home-made food accessible for all.”

He added, “With the latest campaign, we intend to highlight that every household can now make idly and dosa effortlessly, with the assistance of iD batter made in ‘giant home kitchens’. We make 65,000 kg of fresh idly dosa batter every day and deliver it to our retail partners on the same day. Our purpose is to assist you in making nutritious and tasty food at home. And yes, they are sure to bring back happy memories of your grandma!”

Rahul Gandhi, chief marketing officer, iD Fresh Food, stated, “The customer is at the core of everything we do at iD. Since the Covid-19 outbreak, we have had many insightful conversations with customers to understand their challenges. We are committed to preserving the glory of traditional foods against the relentless onslaught of preservatives-laden and processed foods. As India’s No. 1 Idly and Dosa batter brand, this new campaign is our way of saying that we hear you, we stand with you and we are making food for you with love.”

Earlier this year, the Bengaluru-based company was awarded the Food Safety System Certification (FSSC) 22000 for its manufacturing plants in Mumbai and Hyderabad, after undergoing a comprehensive audit by the Foundation for Food Safety Certification. With FSSC 22000, the Bengaluru based start-up deepens its commitment to deliver products that consistently meet customer requirements, setting industry benchmarks for safe and healthy foods.
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