iD Fresh Food celebrates ‘Parota’ in new TVC

iD Fresh Food has launched its new TVC campaign for the love of ‘parotas’

Known by many names - Paratha, Barota, Parotta, Parantha, Brota, and more - this iconic dish unites people across the country, with each region savouring it in its own unique way.

The campaign playfully explores the different pronunciations but ultimately highlights one universal truth: parotas bring joy to everyone.

Directed by Basil Joseph, the TVC brings an authentic, relatable touch to the screen.

Gaurav Kwatra - CMO, iD Fresh Food, shared, "At iD Fresh, we see food as a bridge that connects people, creating moments of warmth and joy. Parotas, loved by all but pronounced differently across regions, perfectly embody this spirit of unity. Through this campaign, we celebrate how a simple meal can spark meaningful connections and happy memories.”

The TVC features a variety of light-hearted scenarios where characters from diverse backgrounds come together, united by their shared love for iD parotas. Whether it’s over a friendly debate on the “right” way to say "parota" or a shared family moment, the campaign highlights how this simple dish can turn an ordinary moment into something special.

Basil Joseph - Indian film director and actor, commented, “Bringing this campaign to life was an exciting experience. Parottas are a beloved staple across the country, and we wanted to capture that shared love in an entertaining and relatable way. The film is a tribute to the joy that food brings, and I hope it resonates with audiences everywhere.”

The campaign will be launched across iD’s digital and social media platforms and will be available in multiple languages, including Hindi, Kannada, Tamil, Malayalam, and Telugu.