FreshToHome, the integrated e-commerce platform for fresh fish and meat, has rolled out a campaign ‘#NoShortcuts’ featuring its brand ambassador actor Ranveer Singh.
Conceptualised by Ogilvy, the films highlight the brand’s commitment to delivering meats and seafood that are raised, sourced and handled with responsibility and honestly, without taking any shortcuts.
The first film, ‘nothing fishy about our fish’, features Singh as a salesman trying his best to convenience a FreshToHome employee to use a chemical formula to make the fish look fresh. As the brand does not take any shortcuts and sources fresh fish daily, the FreshToHome employee sprays the chemical formula on Singh.
The second film, ‘chicken raised the right way’, depicts Singh trying to persuade a FreshToHome employee to inject the chickens so that they look more appealing. The FreshToHome employee grabbing the injection filled with the chemical gives Singh a taste of his own medicine. Singh realises that the brand does not use any formulas and sells fresh products to its consumers.
Shan Kadavil, co-founder, FreshToHome, said, “We began our journey with the desire to find safe and hygienic fish and meat to consume. That’s the core of everything we do, and it's been our rallying cry to deliver only 100% fresh, 0% chemical’ products to the consumers. We take no shortcuts and believe it’s the small, steady steps that make all the difference. Through our campaign, we further strengthen our platform stance of making only those products available that are without any artificial preservatives, antibiotic residue, or chemicals, in short, taking #NoShortcuts. And, to deliver this message, we are glad to have Ranveer Singh on board as the brand ambassador.”
Kadavil added, “We believe in only selling products that we ourselves deem fit to consume, and therefore ensure that these are responsibly raised and sourced. Understanding our consumers' concern of ‘freshness’, we list only those products that are directly sourced from dedicated farmers and fishermen, eliminating middlemen. The robust end-to-end supply chain ensures the nutritive value and quality of products remain intact and is delivered within 24hours.”
Harshad Rajadhyaksha and Kainaz Karmakar, CCOs of Ogilvy India, said, "FreshToHome stands for fresh fish and meat that's free from any form of chemicals and preservatives. They don’t sell products that use chemicals, formalin or sell meat with antibiotic residue, they do it the right way, not the easy way. From this truth, we arrived at the #NoShortcuts campaign. We were confident that Ranveer Singh will bring alive our message with his comic timing! It was very cool of him to agree to play a negative character. He’s a pushy salesman who is constantly trying to sell dubious products. The crazy products he peddles make the films entertaining.”