Campaign India Team
Sep 07, 2015

Faasos app promises tasty answers to ‘Aaj khane mein kya hai’ pains

Watch the TVCs conceptualised by Lowe Lintas here

Faasos has launched two TVCs to promote its food ordering app. The films have been conceptualised by Lowe Lintas.
 
Both the films feature a young male protagonist seeking answers to the question, ‘Aaj khane mein kya hai?’ (What’s there to eat today?)
 
One of the films (above) features a male executive asking an office boy what’s there to eat. He’s told lunch is over, and offered tea and biscuits instead. When he calls his domestic help to ask what’s there to eat, she feigns being unwell while out at a carnival. Asked the same question, his room-mate retorts reminding him that he isn’t the protagonist’s mother. The frustrated protagonist is featured being tortured by everyone. A voice over asks viewers if a word beginning with ‘F’ comes to mind, and suggests that they try another – Faasos. The app is introduced with the promise of tasty answers to #AajKhaneMeinKyaHai.    
 
The other film features the protagonist returning home to daal-chawal (lentils and rice) everyday.
 
View the film here:

Revant Bhate, head of marketing, 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 khaane mein kya hai’ through an easy to use app.”
 
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 humour. 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 humour to create an intelligent yet fun brand tone for Faasos.”
 
Shantanu Sapre, ED, Lowe Lintas, added, “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 realised 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.”

Credits
 
Client: Faasos
Creative agency: Lowe Lintas
Head of marketing: Revant Bhate
Chief creative officer: Arun Iyer
ED: Shantanu Sapre 
Source:
Campaign India

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