This Mother’s Day, iD Fresh Food continues its heartfelt tradition with the latest edition of ‘Khaana Khaaya?’, a campaign that explores the timeless bond between mothers and their children. In a poignant twist this year, the brand turns its attention to a group often overlooked on this special day—outstation students preparing for competitive exams, far away from home and their mothers' comforting presence.
Maternal love shapes us all in countless ways. The campaign highlights how in their late teens, these students are usually home celebrating with their mothers. But this year, academic obligations have kept them back. Recognizing the emotional weight of this absence, iD Fresh Food stepped in—not just with food, but with the taste of home and the warmth of mother’s love.
While bringing their mothers to them wasn’t possible, iD did the next best thing; it brought the flavours of home-cooked food to them. A special iD Food Truck made its way across student hubs in the city of Mumbai, serving warm, wholesome meals made with iD's all-natural products—meals that felt just like Mom’s.
“Food is more than nourishment—it’s memory, emotion, and connection. With this year’s Khaana Khaaya? campaign, we’re celebrating a mother’s love, which often speaks through the smallest gestures, like a warm meal or a caring reminder. Even when miles apart, that love travels—through memories, flavours, and feelings. At iD Fresh Food, we honour that timeless bond and the extraordinary women who make love feel like home.” said PC Musthafa, Co-founder and Chairman, iD Fresh Food.
But it wasn’t just the food that made this initiative special. The truck featured an LED board that displayed heartfelt, pre-recorded messages from mothers to their children—asking the question that transcends all distances: Khaana Khaaya?. The campaign film captures candid, emotional reactions of the students as they read their mothers’ messages, reminding everyone that no matter the miles, a mother’s care always finds its way through.
Gaurav Kwatra, Chief Marketing Officer, iD Fresh Food, further added, “At iD Fresh, Khaana Khaya? has always been more than just a campaign—it’s a heartfelt reminder of the everyday love and care that mothers so effortlessly give. This year, we wanted to bring that warmth to students who couldn’t be home. By serving food that tastes just like hers and sharing messages that come straight from a mother’s heart, we’re honouring that invisible thread of love that distance can never break.”
True to its legacy, ‘Khaana Khaaya?’ once again strikes a powerful emotional chord—reminding everyone that in the rush of life, a simple question from mom can pause everything, bring comfort, and spark a smile.
