FunFoods shows bringing families together over food in new spot
The campaign by Publicis Capital focuses on the role of mayo in consumers' everyday lives as a versatile ingredient. It also sees the introduction of Dia Mirza as brand ambassador
FunFoods by Dr. Oetker, which deals in the western sauces and spreads category in India, has launched a new ad campaign, ‘Iska taste mile, toh sab milein’. The campaign focuses on the role of mayo in consumers’ everyday lives as a versatile ingredient that helps cater to different taste preferences of family members and bring them together over food.
Oliver Mirza, Managing Director and CEO, Dr. Oetker India, said, “Mayonnaise is one of the fastest growing categories in India owing to its versatility. As a market leader, it has been our endeavour to drive penetration and grow mayonnaise into a thousand-crore category. We believe the new campaign will help us strike an emotional chord with consumers and play an important role in realising our vision.”
Devarshy R. Ganguly, Vice-President, Marketing, Dr. Oetker India, said, “We are excited to launch a new brand campaign for FunFoods. In this next phase of the brand journey, we hope to inspire more consumers to enter the category by focusing on mayo’s role of delivering taste and convenience. We believe our journey of driving penetration will be strengthened through this campaign as the story is relatable with a touch of emotion and humour.”
The new campaign also sees the introduction of Dia Mirza as brand ambassador.
Commenting on her association with Dr. Oetker, Mirza said, “I am proud to become a part of the Dr. Oetker family, a brand that enjoys global legacy and is loved by millions of consumers in India. It is heartening to see a brand take stand and break stereotypes by showing a man prepare food for his family. I loved shooting for this campaign just as much as I love using the range of products from FunFoods.”
Sridharan Iyer EVP, Publicis Capital, said, “The insight for the new campaign comes from the fact that homemakers today are under constant pressure to cook something which is not just interesting but also appeals to varying taste preferences of family members. FunFoods mayonnaise with its rich creamy flavour acts as a perfect binder in bringing everyone together over food.”
The 360-degree campaign includes TV, digital and OOH.
The TVC narrative is set in a modern contemporary household, where the mother (Dia Mirza) and children return home from a vacation earlier than expected and see the house in a state of complete chaos, all thanks to the father (Anand Tiwari). The kids are tired and hungry so the father suggests ordering food from outside. As one would expect, the mother expresses concern over eating outside food yet again. She is slightly disappointed and walks away with the kids to start settling in.
Now, it’s on the father to save the day and get everyone together. That’s when he comes across a bottle of FunFoods Mayo and some humble food in the fridge which inspires his imagination. He then transforms a bowl of Rajma rice into a Mexican Bean Burrito with a dollop of mayonnaise and Aloo Sabzi into an exotic Aloo Panini with a generous spread of mayonnaise on the bread. The father manages to delight the family with his quick and innovative thinking. Witnessing the family enjoying the food, he wittily tries to take credit but his wife is quick to point at the real hero in the story, bottle of FunFoods Veg Mayonnaise. The commercial ends with everyone sharing a light moment and relishing the food.
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