India, Aug 10: Two Brothers India Farms, the farmer-owned regenerative food company, has unveiled 'Khaane Ke Saath No Mazaak', its largest integrated brand campaign to date, marking a significant milestone in the brand's journey to take the conversation around clean food beyond health-conscious consumers and into mainstream Indian households. Rolling out through the festive season leading up to Diwali, the campaign combines a series of humorous digital films with creator collaborations and, for the first time, advertising across OTT platforms including Zee5, JioHotstar, and MX Player, supported by Meta and Google DV360. The campaign aims to reach millions of consumers across digital platforms.
Built around relatable family moments and satirical storytelling, Two Brothers India Farms ‘Khaane Ke Saath No Mazaak’ campaign highlights the everyday compromises in staples like jaggery, ghee and wheat flour, from adulteration to over-processing and shortcuts. Using irony and familiar situations, the campaign encourages a wider audience to think more closely about what goes into their daily food. It also showcases Two Brothers’ Desi Jaggery, Cultured Ghee and Native Stoneground Khapli Atta, made through traditional methods, clean ingredients and complete transparency.
The first set of three films, ‘Matchmaking,’ ‘Sangeet,’ and ‘Boy Going to Hostel,’ released on 7th August, marks the beginning of the larger festive season campaign, with each film spotlighting a different staple category and the often-unseen choices that go into making everyday food. Bringing the campaign thought to life through everyday family scenarios, the films use relatable situations to highlight these everyday food choices.
As part of its integrated rollout, the campaign marks Two Brothers India Farms' first-ever foray into OTT advertising, significantly expanding the brand's media footprint. It will also be amplified through collaborations with nearly 50 food, wellness, fitness, comedians and lifestyle creators, spanning both micro and macro influencers, to reach newer audiences and spark conversations around the importance of understanding where everyday food comes from and how it is made.
"This campaign marks an important moment for us as a brand. With 'Khaane Ke Saath No Mazaak,' our ambition is to make conversations around honest, quality-led and traditionally made foods more relatable and accessible. By taking this message to OTT platforms, digital media and creators across categories, we hope to inspire families to reconnect with the foods they consume every day and appreciate the journey behind them." said Satyajit Hange, Co-founder and Farmer, Two Brothers India Farms.
"We knew this conversation couldn't be driven by fear or technical jargon. Humour is universal, it breaks barriers and gets people to listen. Every film exaggerates a reality that already exists in our food system, making the issue easier to relate to and remember. Our objective isn't just to promote our products; it's to encourage people who may not have considered these concerns before to pause and think about what goes into the food they bring home, and make informed choices around unadulterated, and quality-led foods," said Ajinkya Hange, Co-founder and Farmer, Two Brothers India Farms.
As India enters the festive season, when food forms the heart of family gatherings and celebrations, 'Khaane Ke Saath No Mazaak' aims to encourage families to reconnect with the origins of their food and appreciate the ingredients, processes and people behind every meal.
