Indifeast, a new staples and ready-to-cook food brand from Dhariwal Food under the Manikchand Group, has launched with an integrated marketing campaign developed by independent creative and integrated marketing agency ThinkROI.
The agency handled the brand’s launch strategy across brand positioning, creative development, digital content, social media, and media campaigns.
The campaign is built around the tagline ‘Kuchh Achchha Banaate Hain’, highlighting the role of food in everyday moments such as family meals, workdays, and celebrations. A digital video campaign serves as the centrepiece, portraying everyday situations where meals bring people together.
According to the company, ThinkROI also developed Indifeast’s brand philosophy before executing the integrated launch across digital platforms. The campaign includes digital storytelling, performance marketing, and content-driven initiatives to introduce the brand and support awareness.
Indifeast has begun its rollout in Hyderabad, its first market, and plans to expand to other cities in phases. The launch supports the brand’s range of staples and ready-to-cook products alongside its retail and digital growth plans.
Watch the campaign
Commenting on the creative approach, Suraj Talaulikar, Chief Creative Officer (CCO), ThinkROI, said, “‘Kuchh Achchha Banaate Hain’ was inspired by a simple observation – food is often the backdrop to some of our most meaningful everyday moments. From celebrating milestones to expressing care in quiet ways, we wanted the campaign to reflect stories that people see themselves and their loved ones in.”
Rupinder Singh, Founder & CEO, ThinkROI, added, “Indifeast enters a highly competitive category with a proposition that goes beyond functionality. Our focus has been on building a launch ecosystem that introduces consumers to the brand’s philosophy while driving relevance across touchpoints. The objective has been to ensure that consumers see Indifeast® as more than just another food brand, but as one rooted in relatable, everyday moments that resonate over time.”
Speaking about the partnership, a spokesperson from Dhariwal Food said: “With Indifeast®, our vision is to build a food brand that feels at home in Indian kitchens while delivering the quality and trust consumers expect. ‘Kuchh Achchha Banaate Hain’ reflects the emotion behind everyday cooking, and ThinkROI has translated that thought into a launch campaign that truly reflects the spirit of the brand.”
