iD's #KhaanaKhaaya? goes viral, hits 1 million views within 12 hours

The film talks about the most powerful and universally relatable demon-stration of a mother’s love

e4m by exchange4media Staff
Updated: May 13, 2017 7:34 AM
iD's #KhaanaKhaaya? goes viral, hits 1 million views within 12 hours

Langoor, a full service digital-first agency of creative technologists, has created a heartwarming video for iD Fresh Foods that has resonated with every mother and child in the digital world. The video was released on May 11 and within 12 hours, hit 1 million views and counting.

The brief shared was simple: ID + Mothers go together. The agency was asked to create a concept and bring alive this credo in a video. The Langoor team researched and froze upon an insight using the question most often asked by mothers, #KhaanaKhaaya? The film portrays a working daughter who is so absorbed in her work life that she misses out on understanding the true emotion behind the question.

Commenting on the same, Kishore Karumbaiah, Chief Creative Officer/Partner, Langoor Digital said, “Khaana Khaaya is a powerful insight that is the heart of this beautiful film. And what makes it even more powerful is the fact that it is universally relatable. During a heavy work day, when your mother calls you to ask ‘khaana khaaya?’ it may bug you. But, the question symbolizes everything about motherhood – love, concern, care and selflessness. The film is a way for us to remind people to never take the question for granted, simple as it may seem. We are proud to have told this story with iD Fresh and Flying Saucer Pictures.”

Adding to the same, Mithun Appaiah, Vice President –Sales, Marketing and NPD at iD Fresh Food said, “When the Langoor team presented the concept, we all unanimously liked it and wanted to put it out there. The underlying feeling of love and warmth is what we wanted to communicate and the video captures it perfectly. The audience has also loved it. Even as iD Fresh continues to grow across India as a brand, this film holds strategic importance to us as it is will resonate with consumers all over the nation.”


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