EatFit, the healthy food platform housed under Curefoods, has launched the third leg of its campaign 'Kuch Kar Dikhane Ki Bhook'.
The campaign was aired during the second edition of the ‘RuPay Prime Volleyball’ League, a Volleyball Men’s Club Championship that is being held in Bengaluru.
EatFit is the official food partner of the tournament.
EatFit’s campaign series ‘#KuchKarDikhanekiBhook’ associates one’s hunger with the desire, passion, and ambition to do better while linking it back to the fact that 'if one eats good food, everything else falls in place'.
The first leg of the campaign was launched during the ICC Men’s international T20 World Cup in November 2022. The campaign featured many Indian cricket players and was aired across multiple platforms, including television and OTT.
The second leg of the campaign was used on the Indian television show ‘Shark Tank’ where the brand equated 'hunger’, desire, and passion with 'entrepreneurship' and 'problem-solving'. The 'behind the scenes' segment of the show on SonyLiv is titled 'Kuch Kar Dikhane ki Bhook by EatFit'.
This original campaign has been written and conceptualized by Reshma Thomas. Piyush Mishra, a voice artist, is the voice of the campaign.
The campaign had also been in the news for the wrong reasons as a few days ago Eatfit had alleged that Kellogg’s India and its agency partner Ogilvy copied its campaign’s tagline.
Kellogg’s had denied the allegations and said that the tagline ‘Kuch Kar Dikhane Ki Bhookh’ is a commonly used term and lacks exclusivity to any campaign. “It can’t be called proprietary material, unless the same is protected under the Indian legal context,” the company had said.