In a bid to romanticise food, its role in people’s lives and highlight its services and product offerings which enable a better life through fresh food and delectable meals, DDB Mudra West has attempted to reawaken the Indian kitchen with the campaign ‘Khane Ka Samay’ for retail chain Big Bazaar.
With Indian consumers undergoing a massive change in their lifestyle and shopping, Big Bazaar has taken the onus of reflecting this beautiful change, which is making the daily lives of people better and more enjoyable, through its wide product range. It also reflects the journey of Big Bazaar beyond just great deals and prices into newer and more evolved ways of beautifying every aspect of the consumer’s life.
The reason for coming up with an ad film is that the brand realised in spite of regular offers on food through Wednesday Bazaar and other regular sales, food had become a commodity just like any other item. Thus it felt food needed an image makeover and its role in the lives of people needed to be re-established.
Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, “In a world of fast food and fast life, we don’t even have time to eat. We rush through food in our small cubicles. This campaign aims to rekindle our love for food by celebrating every bit of this delightful process, right from choosing ingredients to chopping, grinding, mixing, cooking and savouring every bite. It’s an honest attempt to make people step back from their busy lives, take out some time and enjoy their food with their families.”
Speaking on the film, Sadashiv Nayak, CEO, Big Bazaar, said, “In India, food is culture. It is a collective experience. It’s about sharing and bonding, right from the farms where neighbours, kith and kin join hands in tilling, sowing and harvesting of crops to homes, where it is about love, to the temple as offering to God. This film reinforces our belief that serving India is about winning heart share.”
The ad film ‘Khane Ka Samay’ is an ode to food. The visuals promote the audience to spread the aroma of food, from the kitchen across the home. It propagates the idea that food gives the tinge of newness to our relationships making food time, family time. The tantalising food shots take viewers’ taste palates on a ride. The film tells stories of families bonding over a freshly cooked meal, of the older generation experimenting with and appreciating new cuisines, and of recipes that reflect the eclectic mix of cultures. The film highlights that food holds a legacy which passes from one generation to another and is an amalgamation of new and old, acting as a bond between the loved ones.
The film is being showcased at cinema screens across India.