Ad Campaigns
FreshToHome targets all things ‘Kal ka’ with its ‘Totally Fresh’ campaign
Mumbai: As the IPL season resumes for its second leg, a Bengaluru-based meat, fish and fresh produce e-tailer FreshToHome has launched its new campaign “Totally Fresh” to nudge consumers to adopt a fresh way of buying fish and meat.
Conceptualised by Ogilvy’s renowned ad maker Piyush Pandey, the campaign comprises twelve unique ads to create a multiplicity of delivering the message of ‘freshness’, which will be aired in eight regional languages to create an impact during the IPL matches, said the statement.
The campaign idea is rooted in a strong cultural insight of where anything stale or old is referred to as ‘Kal ka’ colloquially. Through the campaign, the brand brings to life its core of fresh, chemical-free products sourced directly from farmers and fishermen.
The ad films show young couples engage in fun banters replete with quick repartees, sometimes subtle sometimes over the top, but all done in good humour. At the end of every banter, they concur that the freshest idea is the one enabled with FreshToHome meat and seafood.
“By coinciding with the IPL, our campaign encourages everyone to opt for fresher methods of cooking fish & meat dishes and enjoy the relishing wholesome meals with our range of fresh products,” said FreshToHome CEO and co-founder Shan Kadavil.
“FreshToHome is about fresh products. Our advertising has chosen to be fresh with relatable people who share a relatable, fresh and healthy relationship,” added Ogilvy executive chairman Piyush Pandey.
Launched in 2015, FreshToHome, expanded its India operations and extended its services to Chandigarh, Panchkula, and Mohali earlier this month, after gaining ground in Bengaluru, Tamil Nadu, Kerala, Hyderabad, Pune, Mumbai, Delhi/NCR, and Jaipur.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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