Kitchens without Boundaries - Scarecrow's new campaign for Living Foodz!

Living Foodz, India’s premier foodtainment channel has released “Kitchen without Boundaries”, a brand film that encapsulates the channel’s core philosophy of, ‘Where food is fun.’ It has been created by Scarecrow Communications.

Traditionally, food programming has been about recipes being prepared by chefs within the closed confines of a kitchen. It was about a set of cooking instructions with a focus on getting things right. Living Foodz seeks to subvert the traditional food programming model in every possible way. It takes cooking out of kitchen into the vast outdoors. It replaces regimented instructions with the sheer enjoyment of cooking, where creativity, flair and spontaneity become primary ingredients that spice up the fun quotient in our food.

The brand film, a symphony of sounds, brings to life the magic of different food related sounds that all of us, world over have either experienced or can connect with. The film showcases a massive limitless kitchen comprising over 120 chefs from every corner of the world. Amongst them is Living Foodz celebrity chef, Ranveer Brar who sets the ball rolling with a toss of his pizza dough! Customized counters are set-up for each chef and everyone is having fun, as they cook! The film features chefs creating their culinary masterpieces, adding their individual touches, using their creativity and flair. Symphony of sounds was created using the sounds of the kitchen, from whisking of the eggs to the pounding of the pizza dough, from the sizzle of a pancake to the chopping of zucchinis on a cutting board, every action is all about food and fun. It’s these very sounds that lend music to the film. The film culminates with hundreds of people from various nationalities coming together for a majestic feast and a celebration of food.

The brand film was shot in Romania, by renowned director of photography, Max Leminij, famous for his work on Danone & Bucovina as well as for having worked with Christian Mungiu, Palme D’Or winner in 2007 for his seminal work, 4 Months, 3 Weeks, 2 Days. Marianne Lemince, the internationally acclaimed French food stylist brings her magic and expertise to the film.

Conceptualized by the team at Scarecrow Communications, directed by Cannes award winning director, Vishal Manglorkar of Infiniti Films and music by the renowned Sneha Khanvilkar (Oye Lucky! Lucky Oye and Gangs of Wasseypur fame), the symphony of food brings alive all the fun that is associated with food.

Raghu Bhat, Founder Director Scarecrow Communications said “The film is a labour of love. It’s a triumph of detailing. A great example of collaboration. Casting 120 chefs, deciding their actions, synchronizing it with the right sound, deciding the look for each dish…Finally, it all came together seamlessly. Brands are like people. First impressions matter. The first brand communication creates a distinct space for Living Foodz and is a milestone for Scarecrow.”

Amit Nair, Business Head, Living Foodz said “Living Foodz is an amalgamation of fun and entertainment with food. When Raghu took us through the idea we were all excited as it rightly conveyed our philosophy “where food is fun”. We wanted to showcase the unique fun elements associated with food through the film. We are very happy with the outcome and are sure to excite out audiences to watch the foodtainment that we have to offer”

Arunava (Joy) Sengupta, Founder Director Scarecrow Communications ads: said “With this communication we are trying to reach out to a wide cross section of viewers, and hence we needed to find a simple yet interesting idea that connects with all. Music is universal and hence we used it in an interesting way to tell the brand story. Both Vishal and Sneha worked in tandem to create an audio-visual delight, that I am certain will be liked by all.”

Credits:

Client: Zee Entertainment Ltd.
Brand: Living Foodz
Client representative: Amit Nair, Srikant Malladi, Karishma Kemmu, Adhishree Murdia
Agency: Scarecrow Communications Pvt. Ltd.
Creative: Raghu Bhat, Manish Bhatt, Kapil Tammal, Nikhil Kerkar, Yogesh Rijhwani, Lalit Sakurkar, Faraaz Ahmed Ansari
Account Mgt: Arunava Sengupta, Mangesh Mulajkar, Rahul Banerjee
Production House: Infiniti Films
Director: Vishal Manglorkar
Producer: Farid Khan/Kripa Kavlani
Music: Sneha Khanvilkar
DOP: Max Leminij