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.