iD film goes viral and hits 1 Million views within 12 hours

Langoor, a full service digital-first agency of creative technologists, has created a heartwarming video for ID Fresh Foods that resonated with every mother and child in the digital world. The video released yesterday (11th May), and in 12 hours has already hit 1 million views and counting. 

The brief shared with them was simple – ID + Mothers go together and they had to create a concept and bring it alive in a video that resonated with that thought. The Langoor team researched and froze upon an insight using the question most often asked by mothers to show they care ‘#KhaanaKhaaya’? The film portrays a working daughter who is so absorbed in her work life that she misses out on understanding the true emotion behind the question.

Commenting on the same, Kishore Karumbaiah, Chief Creative Officer/Partner, Langoor Digital said, “Khaana Khaaya is a powerful insight that is the heart of this beautiful film. And what makes it even more powerful is the fact that it is universally relatable. During a heavy work day when your mother calls you to ask ‘khaana khaaya?’ it may bug you. But the question symbolizes everything about motherhood – love, concern, care and selflessness. The film is a way for us to remind people to never take the question for granted, simple as it may seem. We are proud to have told this story with iD Fresh and Flying Saucer Pictures.” 

Adding to the same, Mithun Appaiah, Vice President –Sales, Marketing & NPD at iD Fresh Food said, “When the Langoor team presented the concept we all unanimously liked it and wanted to put it out there. The underlying feeling of love and warmth is what we wanted to communicate and the video captures it perfectly. The audience has also loved it. Even as iD Fresh continues to grow across India as a brand, this film hold strategic importance to us as it is will resonate with consumers all over the nation.”

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