Big Bazaar and DDB Mudra West have launched ‘Khane Ka Samay’ campaign to reawaken the Indian kitchen.
The brand now wanted to reinforce its leadership stance by propagating its point of view on food. It wanted to romanticise food, its role in people’s lives and highlight its services and product offerings which enable a better life through fresh food and delectable meals.
The ad film ‘Khane Ka Samay’ is an ode to food. The visuals promote the audience to spread the aroma of food, from the kitchen across the home. It propagates the idea that food gives the tinge of newness to our relationships making food time, family time. The food shots take viewers’ taste palates on a ride. The film tells stories of families bonding over a freshly cooked meal, of the older generation experimenting with and appreciating new cuisines, and of recipes that reflect the eclectic mix of cultures. The film highlights that food holds a legacy which passes from one generation to another and is an amalgamation of new and old, acting as a bond between the loved ones.
The film is being showcased at cinema screens across India.
Quoting on the film, Sadashiv Nayak, CEO, Big Bazaar said, “In India, food is culture. It is a collective experience. It’s about sharing and bonding, right from the farms where neighbours, kith & kin join hands in tilling, sowing and harvesting of crops to homes, where it is about love, to temple as offering to God. This film reinforces our belief that serving India is about winning heart share.”
Sonal Dabral, Chairman and CCO, DDB Mudra Group added, “In a world of fast food and fast life, we don’t even have time for the most vital act of eating. We rush through food in our small cubicles. This campaign aims to rekindle our love for food by celebrating every bit of this delightful process, right from choosing ingredients to chopping, grinding, mixing, cooking and savoring every bite. It’s an honest attempt to make people step back from their busy lives, take out some time and enjoy their food with their families.”
Agency: DDB Mudra West
Chairman and CCO: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Strategic Planning Head: Amit Kekre
Creative: Rahul Mathew, Nilay Moonje, Manoj Bhagat
Account Planning: Mehak Jaini, Neha Kulkarni
Account Management: Sanjay Panday, Abhay Bhonsle, Vishwendra Singh Parmar
Agency Production: Vishal Sane, Aditya Akolkar
You can watch the ad campaign here: