Living Foodz Pays an Ode to Food with ‘Obsessed with Food’ Campaign
by Shrutee K/DNS
November 17, 2016 (Mumbai): Living Foodz, India’s premium food and lifestyle channel, launched a campaign which reinforces the channel’s philosophy of ‘Making food fun’. The integrated campaign includes three television commercials, digital outreach, social media engagement, radio and a comprehensive public relations programme.
Since its launch last year, Living Foodz has heralded a whole new space of Foodtainment in Indian television, establishing the genre for the first time amongst the Indian television audience. In keeping with its positioning of ‘Where Food Is Fun’, the channel has redefined the way people learn about food, travel and culture through innovative shows, including Ganga, The Soul of India, Food Tripping, Taste Down Under and Ranveer’s Café, amongst others. As Living Foodz enters its second year of operations, the channel continues to maintain the brand promise and take food and fun to the next level.
The ‘Obsessed With Food’ campaign was created by Scarecrow Communications. It is a highly relatable concept as we all have a friend, relative or acquaintance who are completely obsessed with food! The TV campaign comprises of three commercials, inspired by such food-obsessed people from all walks of life. It is a light-hearted take on the insight that will resonate with food lovers. The TVCs will be promoted on General Entertainment, news and movie channels, in addition to Living Foodz. The same idea is carried forward on Radio, Digital and Social Media with various renditions of food obsession.
Commenting on the campaign, Mr. Amit Nair, Business Head, Living Foodz said, “Living Foodz is the undisputed leader in the food and lifestyle genre and as we move into our second year, we will continue to live up to our motto of ‘making food fun’. While crafting our campaign, we zeroed in on the theme of Food Obsession as this is extremely relevant and relatable to audiences across the country. The ‘Obsessed with Food’ campaign amalgamates the elements of fun and food and conveys our channel’s ethos effectively. We hope to strengthen the connect with our viewers through the campaign.” Living Foodz has invited food enthusiasts on Facebook, Twitter and Instagram to share pictures that capture their obsession with food using #FoodObsessed. Additionally, participants can share creative and funny images of their family and friends which capture a ‘food obsessed’ expression. Lucky winners will get the opportunity to have their pictures featured on Living Foodz and appear on the small screen. The channel is using radio as a an additional surround medium in Mumbai and Delhi, where the #FoodObsessed contest will be amplified through strategic radio partnerships.
Arunava Sengupta, Founder Director, Scarecrow Communications said, “We wanted the TVC campaign to accentuate and take forward the brand's promise of making food fun. Hence we consciously moved away from conventional kitchens and cooking and chose to focus on kindling emotions that food evokes, thereby bringing a smile on people's faces.”
Raghu Bhat, Founder Director, Scarecrow Communications added, “The reality is that people spend a lot of time thinking of food. This campaign is a not a mere depiction but a dramatisation of this reality. Entertainment is a key ingredient of the Living Foodz programming recipe and therefore, the campaign uses light-hearted humor to tell stories based on obsession with food.”
TVC Links:
TVC 1: The TVC features a detective who calls a wife with information on her unfaithful husband. On being told that her husband is at an Italian restaurant sharing a pizza with another woman, the wife starts quizzing the detective on specific details about the pizza, instead of being concerned about her husband!
TVC 2: This TVC features a patient who has cut his finger and visits the doctor. When he tells the doctor about how he cut the finger while cutting some vegetables, the doctor starts bombarding him with questions on what vegetable was he cutting and the dishes he can make with those!
TVC 3: This TVC features a wife who has accidentally dented her husband’s car while eating shawarma. The husband, instead of getting worried about the car, starts enquiring about the kind of shawarma and it’s toppings!
All the three TVCs showcase how food lovers forget everything else when it comes to the topic of food, in a light-heard and relatable manner.
Campaign Credits:
Creative Agency: Scarecrow Communications Pvt. Ltd.
Creative Team: Raghu Bhat, Mustafa Kapasi, Saikat Sengupta, Shrenik Chheda, Arnab Chaudhury
Production House: Puppet Pictures
TVC Director: Naren Multani
Music:RohanVinayak
About Living Foodz: Living Foodz is India’s first international, 24-hour food and lifestyle television channel based in Mumbai, India. It is a part of the Living Entertainment brand of channels, which is owned by Essel Group and distributed within the country by Zee Entertainment Enterprises Limited (ZEEL). Launched in September 2015, Living Foodz explores the evolving social status of food, moving out of the confines of the conventional kitchen and home, and into a world of travel, adventure and culture. It’s innovative and path breaking shows aptly capture its philosophy ‘Where Food is Fun’. Living Foodz is the first lifestyle channel in India to fuse premium show formats and international quality with themes that reverberate strongly with the up worldly-mobile urban Indian audience. Travel, adventure, music, fusion food, international cuisine and lifestyle trends are significant elements of the shows. The channel brings the best and most unusual cultural aspects of the subcontinent to viewers.
The channel has a strong line-up of chefs, restaurateurs and food aficionados such as Ranveer Brar, Kunal Kapur, Rocky Singh, Mayur Sharma, Gautam Mehrishi, Vicky Ratnani, Maria Goretti, Pankaj Bhadouria, Ajay Chopra and Rakhee Vaswani. This year, Living Foodz launched its flagship show ‘Ganga, The Soul of India’ which saw actress and producer Dia Mirza on Indian television for the first time. Apart from television programming, the channel also connects with the audience through specially curated events and on-ground celebrations of food and culture. Whilst the channel’s television viewership has climbed rapidly since its launch, it has also garnered a significant online fan following due to its engaging and informative style content. Having raised the bar for Indian lifestyle and entertainment on television, Living Foodz has steadily gathered a strong fan base for its unique offerings, and promises more such fascinating shows in the months to come.
About Living Entertainment Enterprises Pvt Ltd: Living Entertainment Enterprises Pvt Ltd in India is the company housing all the brands of the Living network belonging to Essel Group. The Living Group of channels already exists in the international markets catering to a large audience in the health and lifestyle space. Living in India aims at bringing alive all things factual with an element of entertainment in order to appeal to global audiences. The Living group of channels in India will truthfully echo the ‘Living’ philosophy and encompass everything that will help one to discover, awaken and transform oneself. The company’s pioneer channel is Living Foodz the international food & lifestyle channel that has a universal feel and appeals to the new age Indian. In the future the space will see launch of more channels under the Living Entertainment group fulfilling the growing need of Factual Entertainment of the audiences.
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