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iD Fresh Food kick-starts month-long Independence Day campaign

16-August-2018
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iD Fresh Food kick-starts month-long Independence Day campaign

Driven by the overwhelming response to its unique ‘Meet Your Neighbour’ initiative launched earlier this year, iD Fresh Food is now all set to kick-start its month-long Independence Day campaign across the country. The brand aspires to be a catalyst in bringing Indians together as a happy community that bonds over enjoyable, home-cooked meals. The mission is to unite India, one friendship at a time.

Speaking about the company’s latest initiative, PC Mustafa, CEO, iD Fresh Food, said, “Food has the power to do incredible things. It can bring together a nation of 1.3 billion people, who are divided by religion, caste, creed and socio-economic status. This year, as we celebrate Independence Day, we would love all Indians to experience that spirit of unity – of being one nation, one people. Our Independence Day campaign is an earnest endeavour to inspire people to rise above the differences in socio-economic and cultural status and find common ground. I urge people to come together not only with family and friends, but also with those who have had an impact on their lives including colleagues, peers and support staff. We are honoured to be part of this community-building exercise that will truly make us one of the strongest nations in the world.”   
The message of inclusiveness for the Independence Day campaign is in tune with the ‘Meet Your Neighbour’ campaign that iD Fresh Food had launched in June this year, encouraging people to bond with others living in their locality over some delicious idlis, dosas, vadas, parotas, and more. In less than two months, there were 3254 orders for hosting 23,974 guests. The highest number of orders – 1552 - came from Bengaluru, hosting a total of 11,174 guests. iD Fresh Food delivered its products free of cost at all the hosts’ doorsteps to make this happen.

Heartened by the positive response to the campaign and the growing sense of community feeling that it encouraged, iD Fresh Food is now looking to build on that positivity with its Independence Day Campaign. Home to diverse religions, cultures, languages and people, there are many things that divide India. But the one thing all Indians come together for is the joy of sitting down for a home-made meal. Through this campaign, iD Fresh wants to celebrate the spirit of united India through our shared love for food.

What initially prompted iD Fresh in June was the distressing findings of an in-house pilot study, conducted earlier this year, amongst 231 Bengalureans in the age group of 30-45 years. The study found that 56 per cent of the respondents had never met their neighbours, while 32 per cent only acknowledged them when they ran into each other. In emergency situations, 49 per cent said that they wouldn’t be comfortable reaching out to a neighbour. The results were marginally better in neighbourhoods with school-going children, with 35 per cent of the parents claiming to know each other very well and 18 per cent moderately well.

Throughout the month of August, the patriotic fervour will be symbolised in the design of iD Fresh Food packs, illustrating silhouettes of a group of people having a meal together, with a background inspired by the Independence Day theme.

Leading by example, iD Fresh is also organising meals with their support staff in their offices and manufacturing facilities.

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