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