Percept/H bags creative duties of foodpanda, rolls out ad for app

The six-week long campaign urges customers to download the foodpanda app and satiate one's hunger pangs in a jiffy

BestMediaInfo Bureau | Delhi | July 1, 2015

Click on the image to watch the TVC.

Percept/H has been assigned the creative duties of food ordering platform foodpanda. The win comes on the back of a multi-agency pitch. The account is pegged at Rs 1 crore. The foodpanda account will be handled nationally with supervision of client operations from Percept/H's Delhi office.

Percept/H has conceptualised a new campaign to encourage the target audience to download the foodpanda app. The agency has created a unique idea that ensured a complete repositioning and enhancement from the existent promotional line – 'Your favourite food just a call away' to the cool 'Don't Call, Just Install' tagline, thereby highlighting the convenience USP of the app.

The six-week long campaign blitzkrieg encompasses multiple platforms, including print, outdoor, television, radio, BTL and social media.

Saurabh Kochhar, CEO (India) and CBO (Global), foodpanda, said, “Our constant endeavour at foodpanda is to curb the food ordering ruckus in India. Through the TVCs, we aim to capture the value additions that our services bring to the customer via the app. The availability of this app not only scratches down the cumbersome task of searching for phone numbers and ordering, but also offers consumers convenience to choose from a huge number of options.”

The witty ads showcase how nightmarish the food ordering process can get via phone. Bad connections, wrong addresses, late deliveries and limited options are some problems that customers can combat while booking through the app. The ads further leverage foodpanda's mascot – the Panda – playfully to add the required spunk.

S Suresh, Senior Vice-President, Percept, commented, “foodpanda wanted to reinforce itself as the go-to place for customers primarily for the diverse options they offer and for the convenience of ordering. To achieve the same, we have tried to create fun commercials through some everyday situations that all foodies will relate to. At a time, when we rely on technology for everything, there's no reason why we should resort to obsolete ways for ordering food.”

Siddhartha Bindra, Executive Creative Director, Percept/H – Delhi, added here, “It was great fun to work on foodpanda. It's a young brand in every sense, led by and targeted at young people. As a client, they appreciate bold ideas and have an infectious enthusiasm in everything they do. We expect to do some great work for foodpanda in the coming year.”

Available on iOS, Windows phone and Android, the foodpanda mobile app promises convenience, speed and fuss-free food ordering and delivery. The new TVC urges customers to download the app now and satiate one's hunger pangs in a jiffy.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: foodpanda

Creative agency: Percept/H

Senior Vice President: S Suresh

Production House: Housefull Movies

Producers: Mohit Chadda, Suraj Joshi

Director: Sharat Katariya

DOP: Manu Anand

Executive Producer: Aarti Shrivastava

Editor: Shweta Venkat Matthew

Creative Director: Babita Ashiwal

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