Faasos is the answer to Aaj Khane Mein Kya Hai'

Faasos, India’s first and largest food technology business has rolled out its new ad campaign. The campaign that comprises of two TVCs, conceptualized by Lowe Lintas Mumbai, highlights the daunting question every consumer asks from the time they wake up till the time they reach home, “Aaj Khane Mein Kya Hai”.

Both TVCs reflect the ease of ordering food by simply telling the consumer to leave their food worries to Faasos. Reinforcing the message of the ad film, the visuals capture the day-to-day struggle of people and their food woes and the various Breakfast-Lunch-Evening snack and chai-Dinner offerings that Faasos has to offer, and the ease with which the customer can place the order through the Faasos app.

Mr. Revant Bhate, Head of Marketing at Faasos said, “Aaj Khane Mein Kya Hai”, is the most colloquial question that all Indians discuss every day and we at Faasos endeavor to give answers to, with multiple meal options of the day. We felt the need to address this question because we understand the plight that working professionals, young couples and foodies in general face. For Indians, food commands our emotions, be it a breakfast meet with a client, a light lunch to go, an India-Pakistan match or just a party at home. Faasos was started some years ago with a focus on good quality reasonably priced food and that is what we serve till today. With new options for everyday meals; breakfast, lunch, snacks and dinner; Faasos is the answer to “Aaj Khane Mein Kya Hai” through an easy to use app.”

Explaining the positioning behind the new campaign for Faasos, Shantanu Sapre, Executive Director, Lowe Lintas Mumbai said, “Faasos is a venture with an understanding of what young-adults want today. When we got started thinking about how to bring Faasos to the fore of every food decision that they have to make in their day to day bustle, we realized that food is one question that today’s young-adults don’t want to stress about. They want the answers ready. And that’s where we positioned Faasos. “

The objective of the TVC is simply to tell the consumer to leave their food worries to Faasos. Both the TVC’s show the very state of a person who has no answer or the very same boring answer to aaj khane mein kya hai. Things that used to be taken care of without having to ask. These people work hard and the least they can expect is to not have to worry about food. You have Andy, who doesn’t have anything to ask and you have Montu who gets the same answer everyday.

And we have Faasos that responds with Tasty new answers to aaj khane mein kya hai.

Commenting on the creative thought-process behind the campaign, Arun Iyer , Chief Creative Officer, Lowe Lintas India said, “While the strategy to make Faasos top-of-mind with that niggling everyday question of ‘what to eat’ was clear, in the campaign executions we had to pitch their ‘everyday plight’ just right. Our inspiration was – in-your-face reality served with a dash of humor. So our creative approach was to hold a mirror to their reality when it comes to this everyday question and pepper it with a dash of humor to create an intelligent yet fun brand tone for Faasos.”

The campaign has been launched on television and will play on all leading channels. It will also be supported by other mediums like radio, digital, outdoor etc.