FreshToHome takes a dig at all things stale or ‘Kalka’ with ‘Totally Fresh’
As the second leg of the Indian Premier League begins, FreshToHome, the world's largest fully integrated online brand in fresh fish and meat e-commerce, announces its new campaign "Totally Fresh" to encourage people to purchase only fresh, chemical-free meat, fish, and seafood online.
It uses 12 various advertisements in this campaign to provide a multitude of ways to transmit the idea of "Freshness." These advertisements will be shown in eight regional languages to maximise impact. These short format films were created with the express purpose of driving home this singular message and engaging consumers during the IPL matches.
The marketing concept is based on a strong cultural understanding in which everything stale or old is informally referred to as 'Kalka,' and aims to urge consumers toward a more fresh approach to purchasing fish and meat. The brand brings to life its core of fresh, chemical-free food sourced directly from farmers and fishermen with this campaign.
The brand's technology-enabled platform aims to provide the finest and freshest meat, fish, and seafood, with lightning-fast delivery, more than 150 quality checks, and specialised cold storage. As a result, only completely fresh products reach consumers' doorsteps in the smallest amount of time.
The campaign, which is aimed at urban millennials, takes a page from their lives, capturing the moments and essence that matter to them in order to transmit the message in a lighthearted manner. The films depict young couples engaging in lighthearted banter, complete with fast repartees that are sometimes subtle, sometimes outlandish, but always done with a sense of humour. At the conclusion of each exchange, they agree that the most innovative concept is one that is enabled by FreshToHome meat and seafood.
The campaign, which was conceptualised by Ogilvy's world-renowned creative director Piyush Pandey, brings to life the reality that the platform offers the freshest meat and seafood and that consumers can trust the brand to deliver their daily meat and seafood needs to their homes.
Shan Kadavil, CEO and Co-Founder of FreshToHome, commented on the campaign's launch, saying: "FreshToHome has been a pioneer in shifting urban India to a more fresh, healthier option. We are guided by the basic ideals of 100 percent fresh and 100 percent natural and strive to provide our consumers with truly fresh, chemical-free, delectable food. By coinciding with the IPL, our promotion encourages everyone to choose healthier methods of cooking fish and meat dishes and to savour delectable wholesome meals made with our fresh products.”