Two Brothers India Farms, the farmer-owned regenerative food company, has launched 'Khaane Ke Saath No Mazaak', its largest integrated brand campaign yet, aimed at taking the conversation around clean food beyond health-conscious consumers and into mainstream households.
Rolling out through the festive season ahead of Diwali, the campaign uses humour-led digital films, creator collaborations and OTT advertising, marking the brand's first foray into platforms including Zee5, JioHotstar and MX Player, alongside Meta and Google DV360.
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The campaign uses familiar family situations and satire to highlight compromises in everyday staples such as jaggery, ghee and wheat flour, including adulteration, over-processing and shortcuts. It also spotlights Two Brothers' Desi Jaggery, Cultured Ghee and Native Stoneground Khapli Atta, made using traditional methods and clean ingredients.
The first three films — 'Matchmaking', 'Sangeet' and 'Boy Going to Hostel'—launched on 7 August, each addressing a different staple category and the choices behind everyday food.
The campaign will also feature collaborations with nearly 50 food, wellness, fitness, comedy and lifestyle creators, spanning micro and macro influencers, to drive conversations around food quality and its origins.
Commenting on the campaign, Satyajit Hange, Co-founder and Farmer, Two Brothers India Farms, said, "This campaign marks an important moment for us as a brand. With 'Khaane Ke Saath No Mazaak,' our ambition is to make conversations around honest, quality-led and traditionally made foods more relatable and accessible. By taking this message to OTT platforms, digital media and creators across categories, we hope to inspire families to reconnect with the foods they consume every day and appreciate the journey behind them."
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Ajinkya Hange, Co-founder and Farmer, Two Brothers India Farms, added, "We knew this conversation couldn't be driven by fear or technical jargon. Humour is universal, it breaks barriers and gets people to listen. Every film exaggerates a reality that already exists in our food system, making the issue easier to relate to and remember. Our objective isn't just to promote our products; it's to encourage people who may not have considered these concerns before to pause and think about what goes into the food they bring home, and make informed choices around unadulterated, and quality-led foods."
With food playing a central role in India's festive celebrations, the campaign seeks to encourage families to look beyond the plate and reconnect with the ingredients, processes and people behind their everyday meals.
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