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iD Fresh launches new TVC for batter range
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Wednesday, 04 November, 2026, 16 : 00 PM [IST]
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Our Bureau, Bengaluru
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iD Fresh Food, India’s fresh food brand, has launched a new television commercial (TVC) for its batter range, bringing to life the thought behind iD Ka Idea: that authentic taste at home begins with food made with care, quality ingredients and no shortcuts.
In a world where recipes are just a search or a prompt away, Mom continues to be the most trusted source of food wisdom and authenticity. From knowing the right ingredients to getting the taste right, ideas and recipes are rooted in years of experience and a deep understanding of what makes food truly authentic.
The iD ka Idea campaign celebrates this timeless belief that when it comes to authentic, home-style food, Mom’s ideas are still the best. Sometimes, the smartest idea is one that helps you recreate that familiar taste without compromising on the standards she believes in.
Commenting on the campaign, Gaurav Kwatra, CMO, iD Fresh Food, said, “When it comes to food, Mom knows best. This simple belief is at the heart of our new campaign iD ka Idea. The campaign marries the authenticity of Mom’s food with the convenience of modern living, bringing together the taste of home and smarter everyday cooking, elevated by iD’s clean-label credentials and commitment to purity and finding smarter ways to bring good food to consumers.
The campaign takes this thought forward through the story of two sisters, bringing alive an idea introduced and approved by Mom. It celebrates how we can make every day cooking smarter while staying true to the authentic, home-style taste and quality that lives up to a mom’s standards. It is a reminder that good ideas can change the way we make food but should never change what makes it authentic. And that, to us, is a Good Idea!”
The TVC positions iD Fresh’s batter as a trusted, convenient choice for consumers who value the authenticity of home cooked meals but want greater convenience in their everyday lives. The campaign reinforces the brand’s long-standing commitment to bringing authentic, fresh food to consumers without compromising on the standards that matter to them.
The film was developed in collaboration with Viem Collective, which crafted the script, and directed by Prashanth Madan.
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