Top Story


Home >> Digital >> Article

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

Font Size   16
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.”



Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube