Conceptualised by Lowe Lintas Mumbai, Faasos’ ad campaign focuses on the daunting question every consumer asks every day – ‘Aaj khane mein kya hai’
BestMediaInfo Bureau | Delhi | September 14, 2015
Food technology business Faasos has rolled out its new ad campaign. The campaign, comprising two TVCs, has been conceptualised by Lowe Lintas Mumbai and highlights the daunting question every consumer asks from the time they wake up till the time they reach home – “Aaj khane mein kya hai”.
Both TVCs reflect the ease of ordering food by simply telling the consumer to leave their food worries to Faasos. Reinforcing the message of the ad film, the visuals capture the day-to-day struggle of people and their food woes and the various breakfast-lunch-evening snack and chai-dinner offerings that Faasos has to offer, and the ease with which the customer can place the order through the Faasos app.
Revant Bhate, Head of Marketing at Faasos, elabaorated, “‘Aaj khane mein kya hai’ is the most colloquial question that all Indians ask every day and we at Faasos endeavour to give answers to, with multiple meal options of the day. We felt the need to address this question because we understand the plight that working professionals, young couples and foodies in general face. For Indians, food commands our emotions, be it a breakfast meet with a client, a light lunch to go, an India-Pakistan match or just a party at home. Faasos was started some years ago with a focus on good quality, reasonably priced food and that is what we serve till today. With new options for everyday meals – breakfast, lunch, snacks and dinner – Faasos is the answer to ‘Aaj khane mein kya hai’ through an easy-to-use app.”
Explaining the positioning behind the new campaign for Faasos, Shantanu Sapre, Executive Director, Lowe Lintas, Mumbai, said, “Faasos is a venture with an understanding of what young adults want today. When we got started thinking about how to bring Faasos to the fore of every food decision that they have to make in their day to day bustle, we realised that food is one question that today’s young adults don’t want to stress about. They want the answers ready. And that’s where we positioned Faasos.”
The objective of the TVCs is simply to tell the consumer to leave their food worries to Faasos. Both the TVCs show the very state of people who have no answer or the very same boring answer to ‘Aaj khane mein kya hai’. These people work hard and the least they can expect is not to have to worry about food. The two TVCs bring the brand proposition to the fore through the story of Montu, who has to eat the same boring dal-sabji everyday, and Andy, who never receives the answer that he wants to his question – ‘Aaj khane mein kya hai?’
And we have Faasos that responds with tasty new answers to ‘Aaj khane mein kya hai’.
Commenting on the creative thought-process behind the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas India, said, “While the strategy to make Faasos top-of-mind with that niggling everyday question of ‘what to eat’ was clear, in the campaign executions we had to pitch their ‘everyday plight’ just right. Our inspiration was in-your-face reality served with a dash of humour. So, our creative approach was to hold a mirror to their reality when it comes to this everyday question and pepper it with a dash of humour to create an intelligent yet fun brand tone for Faasos.”
The campaign has been launched on television and will play on all leading channels. It will also be supported by other mediums like radio, digital, outdoor, etc.
Creative agency: Lowe Lintas, Mumbai
Arun Iyer, Chief Creative Office
Amar Singh, Executive Creative Director
Akash Das, Executive Creative Director
Rajat Dawar, Creative Director - Copy
Jeffrey Emmanuel, Creative Director - Art
Abhay Desle, Creative Associate
Production house: Early Man Films
Producer: Milin Shah
Revant Bhate, Chief Marketing Officer