iD Fresh Food, a pioneer in fresh and preservative-free food, has launched a heartwarming new TVC that beautifully captures India’s collective love for parotas. Whether you call it Paratha, Parotta, Barota, Parantha, or Brota, one thing unites food lovers across the country—the joy of a perfectly flaky and crispy parota.
Helmed by acclaimed director Basil Joseph, the campaign takes a lighthearted approach to showcase how iD’s ready-to-cook parotas effortlessly transform everyday meals into something delightful. The film paints a relatable picture of how parotas are more than just food; they are a shared experience, bringing together families, friends, and communities across India.
Gaurav Kwatra, Chief Marketing Officer at iD Fresh Food, shared, “Food has an incredible way of bringing people together, and parotas perfectly embody this spirit. Despite the different ways they are pronounced across regions, their appeal remains universal. Through this campaign, we want to celebrate these special moments of togetherness and joy that food creates.”
The TVC, conceptualized by Saritha Rajagopal, Creative Director at iD, playfully highlights various moments—be it a midnight craving, a family meal, or friendly banter over the correct pronunciation of ‘parota.’ The film’s slice-of-life storytelling ensures that every viewer sees a bit of themselves in it, making the experience both nostalgic and humorous.
Director Basil Joseph expressed his excitement, saying, “Parottas are a beloved part of Indian cuisine, and capturing that shared love in a fun and engaging way was a great experience. This film is a tribute to the joy food brings into our lives, and I hope audiences connect with it.”
The campaign is set to roll out across iD Fresh Food’s digital and social platforms and will be available in multiple languages, including Hindi, Tamil, Malayalam, Kannada, and Telugu. With this latest TVC, iD Fresh Food not only celebrates the love for parotas but also reinforces its commitment to delivering fresh, authentic, and convenient food experiences for every Indian home
