The Brief

Following the success of their original Vada Batter, iD Fresh Foods tasked us with launching the Vada Pack 2.0. The primary objective was to introduce the product's next-level innovations: a customizable design allowing users to add their own spices, and a new, reusable pack. The creative challenge was to communicate these upgrades in a way that felt fresh and exciting, building on the original's promise of making perfect vadas accessible to all.

Challenges & Approach

The script provided a solid foundation, but my role as the creative visionary was to inject it with a dynamic, modern energy that would make the product feel revolutionary. I orchestrated a vision that blended authentic culinary traditions with a cool, contemporary aesthetic. This involved designing a visual language defined by a "dark wood table," rich "decor of spices & ingredients," and an energetic, "Indian Electronic" soundscape. By meticulously storyboarding a narrative of empowerment—transitioning from "everybody can vada" to "your vada, your way-da"—I ensured the film was not just a demo, but a celebration of personal creativity in the kitchen.

The Result

The final film is a testament to a creatively-driven process that transformed a functional script into a vibrant brand story. My hands-on direction resulted in a visually arresting and rhythmically compelling video that made the Vada Pack 2.0's features pop. The campaign successfully positioned iD not just as a provider of convenient solutions, but as a true innovator that empowers its customers. The end product was a slick, cool, and confident launch that perfectly captured the brand's forward-thinking spirit and made making vadas the coolest kitchen trick in the book.