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Living Foodz launches ‘Obsessed with Food’ campaign

MUMBAI: Living Foodz, has launched a campaign, reinforcing the channel’s philosophy of ‘Making food fun’.

Obsessed with FoodThe integrated campaign, ‘Obsessed With Food’, includes three television commercials, digital outreach, social media engagement, radio and a comprehensive public relations program.

Living Food business head Amit Nair said, “Living Foodz is the undisputed leader in the food and lifestyle genre and as we move into our second year, we will continue to live up to our motto of ‘making food fun’. While crafting our campaign, we zeroed in on the theme of Food Obsession as this is extremely relevant and relatable to audiences across the country. The Amit Nair‘Obsessed with Food’ campaign amalgamates the elements of fun and food and conveys our channel’s ethos effectively. We hope to strengthen the connect with our viewers through the campaign.”

Created by Scarecrow Communications, the campaign is a relatable concept as we all have a friend, relative or acquaintance who are completely obsessed with food. The TVCs will be promoted on GEC, news and movie channels, in addition to Living Foodz. The same concept will be carried forward on radio, digital and social media.

Arunava SenguptaScarecrow Communications founder director Arunava Sengupta said, “We wanted the TVC campaign to accentuate and take forward the brand’s promise of making food fun. Hence we consciously moved away from conventional kitchens and cooking and chose to focus on kindling emotions that food evokes, thereby bringing a smile on people’s faces.”

Living Foodz has invited food enthusiasts on Facebook, Twitter and Instagram to share pictures that capture their obsession with food using #FoodObsessed. Additionally, participants can share creative and funny images of their family and friends which capture a ‘food obsessed’ expression. Lucky winners will get the opportunity to have their pictures featured on Living Foodz and appear on the small screen. The channel is using radio as an additional surround medium in Mumbai and Delhi, where the #FoodObsessed contest will be amplified through strategic radio partnerships.

Raghu BhatSaid Scarecrow Communications founder director Raghu Bhat, “The reality is that people spend a lot of time thinking of food. This campaign is a not a mere depiction but a dramatisation of this reality. Entertainment is a key ingredient of the Living Foodz programming recipe and, therefore, the campaign uses light-hearted humour to tell stories based on obsession with food.”

Living Foodz has continued with its positioning of ‘Where Food Is Fun’, and has aired innovative shows such as ‘Ganga’, ‘The Soul of India’, ‘Food Tripping’ and ‘Taste Down Underand Ranveer’s Café’.