Campaign India Team
Apr 10, 2013

Zee Khana Khazana promises to answer the question on every housewife's mind: Khane main kya banaon?

Watch the ad film created by Scarecrow Communications here

The 24-hour food channel Zee Khana Khazana has launched an integrated campaign created by Scarecrow Communications. The campaign is based on the insight that there's a common question on every housewife's mind: 'Kal khane mein kya banaoon?' (What should I cook tomorrow?).

The TV campaign shows a housewife going through her day - with this question constantly playing on her mind. Zee Khana Khazana promises to provide her the answers 24 hours a day, at a cost of Rs 30 per month.

Amit Nair, business head, Zee Khana Khazana, said, "Through the ad, Zee Khana Khazana wanted to reposition itself and reinforce that we are every house wife's companion in this every day battle of balancing dishes with variety, health and taste. Khana Khazana therefore provides easy solutions to all her food-related queries."

Raghu Bhat, founder director, Scarecrow Communications, said, "The TVC poignantly brings out the dilemma faced by every housewife across the country, regardless of age or income group."

He explained that the words Khane mein kya banaoon form a question that confronts the housewife thrice a day. He added, "The tyranny of this question is so overbearing that it dominates her thoughts at all times. In this scenario, Zee Khana Khazana comes into her life, like a true friend with practical suggestions, ideas and food-related answers."

The TVCs will air across the Zee network and also other channels, informed Bhat. The campaign is supported by a digital component, enabling interactivity between the brand and the audience. Women will be invited to pose food-related questions through the net, radio and on-ground events.

Credits

Client: Zee Khana Khazana
Agency name: Scarecrow Communications
Creative Team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal,
Sushil Chintak
Account Management: Arunava Sengupta, Amitabh Sreedharan, Ankita Ray,
Benny Thomas
Production house: Ever After
Director: Krish Jagarlamudi
Producer: Satish Fenn

Source:
Campaign India

Related Articles

Just Published

7 hours ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

9 hours ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

10 hours ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

10 hours ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.