MUMBAI: This Mother’s Day, iD Fresh released the culminating edition of its #KhaanaKhaaya campaign, re-emphasising the need to appreciate the time one gets to spend with one’s mother. With the campaign, iD Fresh also wants to remind people to cherish each time they’re asked the question, because it contains a lifetime of love and care. The campaign has been created by Langoor Digital.

Langoor Digital creative director Swati Naik said, “We wanted to up the emotional stakes in this year’s film and really drive the point home. iD has been an enabler of moms since day one and the #KhaanaKhaaya platform has helped the brand build a unique connect with moms. This year was the perfect opportunity to expand the #KhaanaKhaaya messaging and end it on a high note.”

The first version of the film campaign was released in May 2017. It was about the relationship between a busy working woman and her mom living in another city. Here, #KhaanaKhaaya functioned as a shorthand for the mom to enquire about the well-being of her daughter and the message was for kids to reciprocate that sense of concern.

In the second version released in May 2018, the film delved into the relationship between a mother and her young son, where #KhaanaKhaaya symbolised all the sacrifices she makes for the kid, the message being about gratefulness.