ThinkROI has conceptualised and executed the integrated launch campaign for Indifeast, the new staples and ready-to-cook brand from Dhariwal Food, a part of the Manikchand Group, as it enters India’s packaged food market.
As the brand’s strategic and creative partner, ThinkROI has handled the end-to-end launch mandate covering brand strategy, creative development, digital content, social media and media campaigns. The campaign is built around the theme “Kuchh Achchha Banaate Hain,” highlighting the role of food in bringing people together and creating meaningful everyday experiences.
The agency developed Indifeast’s brand philosophy before rolling it out through a digital-first campaign anchored by a brand film that showcases familiar family moments where meals become symbols of care, comfort and togetherness. The campaign aims to position Indifeast as a brand that goes beyond convenience by creating an emotional connection with consumers.
Suraj Talaulikar, Chief Creative Officer, ThinkROI, said the campaign was inspired by the idea that food often becomes part of life’s most memorable everyday moments. He added that the creative approach was designed to tell relatable stories that reflect how meals strengthen relationships and express care within families.
Rupinder Singh, Founder and Chief Executive Officer, ThinkROI, said the objective was to build a launch platform that introduces consumers to Indifeast’s philosophy while helping the brand stand out in a highly competitive category. He noted that the campaign focuses on making the brand relevant across multiple consumer touchpoints through meaningful storytelling rather than product functionality alone.
A spokesperson from Dhariwal Food said the company aims to establish Indifeast as a trusted household brand that combines quality with familiarity. The spokesperson added that the campaign successfully captures the emotion associated with everyday cooking and reflects the values the brand seeks to represent.
The campaign combines digital storytelling, content marketing and performance-led initiatives to build awareness for Indifeast’s expanding portfolio of staples and ready-to-cook products. The brand has commenced its rollout in Hyderabad and plans to expand into additional markets across India through a phased retail and digital growth strategy.
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