Jaggery is often associated with purity, tradition, and natural sweetness. But what if the jaggery sitting in an everyday kitchen is not as pure as it appears? Two Brothers India Farms explores this contradiction in its latest campaign, “Khaane Ke Saath No Mazaak,” using humour to question how everyday food staples are produced and processed. One of the campaign’s films, “Ashuddh Rishta,” takes this idea to the world of jaggery through an unexpected family matchmaking setting.
The campaign is part of the brand’s wider communication around the way common staples such as jaggery, ghee and wheat flour are made, with the brand highlighting its focus on traditional methods and cleaner ingredients.
When the Sweetest Relationship Isn’t So Pure
The
Ashuddh Rishta
film opens around a family matchmaking occasion, where the idea of finding the “purest” match is humorously juxtaposed with the jaggery being served. The irony is central to the film. While families look for the right and trustworthy relationship, the jaggery they consume is presented as a product that can be associated with unhygienic handling, processing, and chemical treatment.
The exaggerated situation turns a serious food-quality concern into an easy-to-understand conversation. Instead of using technical explanations or fear-driven messaging, the campaign uses a familiar Indian family setting to make viewers question what goes into the food they bring home.
The film then distinguishes ordinary market jaggery and Two Brothers India Farms’ Native Sugarcane Jaggery, which the brand positions as being made through more traditional methods. This contrast feeds directly into the campaign’s larger thought: “Khaane Ke Saath No Mazaak.” The message is that when it comes to everyday food, quality should not be treated casually.
Making Food Quality a Conversation
Conceptualised as a humour-led campaign,
Khaane Ke Saath No Mazaak
marks Two Brothers India Farms’ first major advertising push across OTT and digital platforms. The campaign includes three initial films, “Matchmaking,” “Sangeet” and “Boy Going to Hostel”, each built around familiar family situations and concerns such as adulteration, over-processing and production shortcuts.
The campaign is being amplified across platforms including Zee5, JioHotstar, MX Player, Meta and Google DV360, alongside collaborations with nearly 50 creators from food, wellness, fitness, comedy and lifestyle categories.
Satyajit Hange, co-founder and farmer at Two Brothers India Farms, said"This campaign marks an important moment for us as a brand. With 'Khaane Ke Saath No Mazaak,' our ambition is to make conversations around honest, quality-led and traditionally made foods more relatable and accessible. By taking this message to OTT platforms, digital media and creators across categories, we hope to inspire families to reconnect with the foods they consume every day and appreciate the journey behind them."Ajinkya Hange, co-founder and farmer at Two Brothers India Farms, explained "We knew this conversation couldn't be driven by fear or technical jargon. Humour is universal, it breaks barriers and gets people to listen. Every film exaggerates a reality that already exists in our food system, making the issue easier to relate to and remember. Our objective isn't just to promote our products; it's to encourage people who may not have considered these concerns before to pause and think about what goes into the food they bring home, and make informed choices around unadulterated, and quality-led foods."
With Ashuddh Rishta, Two Brothers India Farms turns something as ordinary as jaggery into a larger conversation about purity, processing and informed food choices. The film's playful treatment makes the message accessible, while the product serves as the brand's answer to the concern it raises.
Ultimately, the campaign's message is simple: when it comes to what goes on the dining table, there is no room for compromise, or “mazaak.”