Thrive, a food discovery and ordering app, announced the launch of its campaign, ‘Take Food Personally,’ aimed at encouraging consumers to prioritise choice in a time of highly commoditised food ordering experiences.
Rooted in the idea that recommendations need to be personalised and grounded in real human connections, Thrive aims to reinvent the meal discovery and delivery experience. Its social feature, called the Thrive Feed, allows consumers to share their recommendations and experiences, enhancing word-of-mouth discovery for restaurants.
Building on the insight that “kuchh bhi chalega” is often a standardised response to the question “kya khaana hai?,” Thrive aims to challenge this attitude towards food and empower people to eat what they truly desire.
As part of the campaign, Thrive has released a series of brand films on its social media handles, presenting scenarios where opting for 'kuchh bhi' leads to comically disastrous situations.
Karan Chechani, Co-Founder and CMO, Thrive, said, “At Thrive, we believe that food is more than just sustenance – it's an experience that should be savoured and enjoyed. With our 'Take Food Personally' campaign, we're challenging the notion that commercial and logistical factors should always trump choice. We want to empower consumers to eat what they truly crave, without compromising on delivery, value or satisfaction.
In a world dominated by algorithm-driven recommendations, Thrive is taking a bold step towards a community-centric approach to food delivery and discovery. We believe that the heart of culinary experiences lies in personal connections and shared recommendations, which led us to launch the Thrive app. We, at Thrive, are committed to revolutionising the food discovery and ordering experience in India by prioritising the needs and preferences of our consumers.”
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