Veeba launches 'Your Food, Your Rules' campaign celebrating culinary creativity

Crafted in collaboration with Leo Burnett, Delhi, the film showcases VEEBA's product portfolio.

VEEBA, the Indian sauces and condiments brand has launched a new brand campaign, "Your Food, Your Rules." Crafted in collaboration with Leo Burnett, Delhi, the campaign is designed to inspire Veeba's consumers to unleash their culinary creativity, knowing that Veeba's quality guarantees a delectable outcome.

Veeba celebrates individuality, particularly when it comes to food. The Your Food Your Rules campaign is dedicated to upholding the brand's promise of authenticity, quality, and innovation while showcasing its extensive array of products, including ketchups, mayonnaise, oriental sauces, dressings, and more.

Underpinning the "Your Food Your Rules" campaign is VEEBA's campaign encourages individuals to explore ingredients and create unique culinary experiences. It celebrates kitchen creativity, fosters innovation, challenges conventions in crafting authentically you, more delicious recipes, and elevates the art of food preparation to a new level.

The campaign will be introduced through a brand film in the form of a pan-India TV commercial, available in English, Hindi, and regional languages. Leading the brand's narrative in the TVC is the esteemed cricket commentator, Samir Kochhar. The film showcases VEEBA's product portfolio, meticulously designed to cater to the discerning tastes of VEEBA's consumers.

Viraj Bahl, founder and managing director of VEEBA, shared his thoughts on the campaign: "At VEEBA, we believe that food is personal, everyone has a distinct taste and should be a reflection of your individuality. Our 'Your Food Your Rules' campaign embodies this ethos, emphasising our dedication to delivering authentic flavors, culinary innovation, and a wide variety of high-quality products. We are excited to invite everyone to experience the VEEBA difference."

Samir Kochhar, who is the voice of the brand in this ad, said "It has been an amazing experience being the voice of the Veeba brand. My passion for both food and cricket has made the creative process even more exciting for me. I believe that Veeba, as a brand, has been instrumental in encouraging consumers to experiment with food, defying rules, and thus shaping new food trends. With this collaboration, I hope we inspire more people to appreciate and enjoy the game of cooking."

Vikram Pandey, national creative director, Leo Burnett said, “The Indian kitchen has become a playing field for experimentation and Veeba with its eclectic range of sauces and condiments is helping people unleash their culinary creativity. With this campaign, we wanted to show how you can break convention and create something new with a twist using Veeba products. We planned to launch this campaign during the Cricket World Cup and therefore the visual storyline of the TVC was kept very action-oriented. Complimenting this we had a commentary style voiceover done by Samir Kochhar to build on the narrative. The TVC led campaign will be amplified by various digital and on premise interventions along with influencer collaborations.”

TJ Hall, who directed the commercial for Veeba said, “I was really excited about the concept of breaking the rules and making your food, your own with Veeba Products. I wanted to capture the thrill and exhilaration of cooking something new with dynamic camera angles, quick-paced editing and fast motion techniques. Finally, designing each food shot to look mouth wateringly beautiful leaving our audience salivating each and every time they watch it.”