GO DESi launches its first campaign Be Raw & Real

Creating a new category of FMCG brand in India, GO DESi has achieved new heights towards its goal of making regional Indian flavours popular and accessible. Its latest ad campaign ‘Be Raw & Real’ is the brand's first pan-India campaign in Kannada, Hindi and English languages.

The ads are a witty representation of dropping pretenses and being a true desi. The first ad film begins with a young girl hailing a rickshaw with no luck, and as soon as she tastes Desi Pop her sharp whistle makes several rickshaws stop. In another ad from the series, we see a waiter from an upscale restaurant turn into our beloved ‘Tambi’ after tasting a Desi Pop, explaining dishes in a way any desi will understand.

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The campaign encourages everybody to be their real self and embrace their wholesomeness in style. The trumpet blowing as background music is a perfect fit for the ad films. Vinay Kothari, Founder, GO DESi said “We want people to have fun with our products and at the same time enjoy the wholesomeness which comes along. The idea behind the campaign was simple, every time anyone tastes our products they should be reminded of their true self and their roots”

It has been conceptualised and scripted by Beyond Content Studio.

Ankita Arun, Brand Manager, GO DESi commented "Our aim was to create a campaign that captures everyday slice-of-life which people feel familiar with and have fun watching. The play was to capture the essence of being unabashedly you which our brand GO Desi stands for."

Recently, GO DESi emerged among the top 3 winners in the Amazon Global Selling Propel Startup Accelerator Season 2. Through this, the brand received a grant for global expansion.