Two Brothers India Farms has launched its largest integrated brand campaign, ‘Khaane Ke Saath No Mazaak’, as it looks to take conversations around food quality and sourcing beyond health focused consumers.
The campaign will run through the festive season leading up to Diwali and includes digital films, creator collaborations and the brands first advertising campaign across OTT platforms. The media rollout includes Zee5, JioHotstar and MX Player, along with Meta and Google DV360.
The campaign focuses on common staples such as jaggery, ghee and wheat flour, using family situations and humour to highlight issues including adulteration, over processing and compromises in food production.
The campaign also features Two Brothers India Farms products including Desi Jaggery, Cultured Ghee and Native Stoneground Khapli Atta, highlighting the brands use of traditional production methods and ingredient transparency.
The first three films, Matchmaking, Sangeet and Boy Going to Hostel, were released on August 7. Each film uses a different family situation to explore how consumers make choices about everyday food.
The campaign also marks Two Brothers India Farms first entry into OTT advertising. The brand plans to work with around 50 creators across food, wellness, fitness, comedy and lifestyle categories, covering both micro and macro creators.
Through the wider campaign, Two Brothers India Farms is attempting to bring the discussion around food sourcing and production to a broader consumer audience rather than limiting it to the health and wellness segment.
View this post on Instagram
View this post on Instagram
View this post on Instagram
Satyajit Hange, Co-founder and Farmer, Two Brothers India Farms, said, “This campaign marks an important moment for us as a brand. With ‘Khaane Ke Saath No Mazaak,’ our ambition is to make conversations around honest, quality-led and traditionally made foods more relatable and accessible. By taking this message to OTT platforms, digital media and creators across categories, we hope to inspire families to reconnect with the foods they consume every day and appreciate the journey behind them.”
Ajinkya Hange, Co-founder and Farmer, Two Brothers India Farms, said, “We knew this conversation couldn’t be driven by fear or technical jargon. Humour is universal, it breaks barriers and gets people to listen. Every film exaggerates a reality that already exists in our food system, making the issue easier to relate to and remember.”
He further added, “Our objective isn’t just to promote our products; it’s to encourage people who may not have considered these concerns before to pause and think about what goes into the food they bring home, and make informed choices around unadulterated, and quality-led foods.”
