Slurrp Farm, India’s millet-based children’s food brand, has launched its Back to School campaign with a new film that places the everyday concern of unfinished school tiffins at the heart of its storytelling. The campaign is built around a simple parental anxiety: whether children will actually eat the food packed for them each morning.
The narrative is anchored in a familiar household moment, where a half-eaten or untouched tiffin becomes a small but repeated source of disappointment for parents. The film reframes this daily occurrence by positioning an empty tiffin as a measure of success, symbolising a morning that has worked both nutritionally and emotionally.
Set in the household of seven-year-old Kabeer, the film depicts a typical school morning shaped by routine chaos and small distractions. Kabeer is shown brushing his teeth at his own pace, placing rocks into his school bag and misplacing a sock, capturing the unpredictability of early routines. His mother, managing the pressures of time and preparation, responds to an untouched sandwich from the previous day by preparing Slurrp Farm Millet Pancakes, which are designed to be ready in five minutes. The tiffin is packed and sent off, and later returns empty, marked with a handwritten note where Kabeer has added the letter “U” to his mother’s message, “Love, Mumma.”
The campaign uses this simple narrative arc to highlight the emotional connection between food preparation and parental reassurance. The empty tiffin becomes the central payoff, reflecting both consumption and satisfaction, while reinforcing the brand’s positioning around child-friendly nutrition that is also convenient for parents.
Meghana Narayan and Shauravi Malik, co-founders, Wholsum Foods (Slurrp Farm & Mille), said, "School mornings are high-pressure and universal. The rush, the clock, the negotiation of getting a child dressed, fed, and out the door with a packed tiffin. Every parent knows the tension between wanting to pack food that's nutritious, that their child will actually enjoy eating, and having almost no time to do it. That's the problem we set out to solve when we started Slurrp Farm: millet-based, no maida, ready in minutes, and food kids will finish happily. This film shows a version of the morning that most parents will recognise instantly, and the payoff at the end is one every parent is chasing. Real Food. Really Easy. is our answer to that morning.”
The campaign reinforces Slurrp Farm’s broader mission of making healthy eating more accessible and practical for families. By combining millet-based ingredients with quick preparation formats, the brand positions itself at the intersection of nutrition and convenience, addressing the constraints of modern parenting routines.
The film was conceptualised, written and produced in-house under creative director Vaani Arora, and shot by Baqsa Productions, with producer Siddhant Malhotra and director Mukti Krishan. The creative execution leans into realism, using everyday domestic detail to ground the narrative in recognisable experience.
Slurrp Farm, the flagship brand of Wholsum Foods, was founded in 2016 by Meghana Narayan and Shauravi Malik. It currently offers 70+ SKUs across categories including millet pancakes, cookies, noodles, cereals and FruitFull strips. The products are available across 5,500+ stores, leading e-commerce and quick commerce platforms, as well as the brand’s website.
The brand has expanded beyond India and is present in more than eight countries, including UAE, UK, Nepal, Singapore, Indonesia, Maldives, Ireland, Bahrain, Qatar, Oman and Sri Lanka, as it continues to scale its millet-based food proposition globally.
