Veeba, one of the pioneering sauces and condiments brands in India has recently unveiled a new campaign called “Mehnat Ka Phal Veeba Hota Hai” portraying the important role played by food in celebrating the accomplishments in our day-to-day lives, which becomes even more special when it is accompanied by Veeba Mayonnaise. Whether volunteering at a school event, nailing a workout, or going through a hectic day at work, Veeba Mayonnaise is the perfect reward for all the hard work that one puts in to make the day worthwhile.
The latest campaign by Veeba is targeted at every Indian irrespective of their age, gender, occupation, background, or demographics, such as school going children, teenagers, adults, working professionals showcasing the fact about how they celebrate every small or big win of their lives with heartwarming food that not only appeases their taste buds but gives them a pat in the back that they accomplished the goals that they had set for the day. Food is depicted not only as something to kill hunger but as an emotion that fills people’s lives and their days.
The campaign which has been conceptualised by Enormous, features three captivating ad films that speak of moments of pure joy in relishing good food after a day’s work. The first ad film showcases a school-going boy putting his dedicated efforts into carrying out all his responsibilities as a volunteer at a school event and then celebrating his achievements with a scrumptious burger that is engulfed in delicious Veeba Mayonnaise. The second ad film portrays a lady working out hard by watching a tutorial in the morning and later delighting in a salad dressed with Veeba Mayonnaise. The third ad film shows an employee toiling through the day at work in an office and then spending his after-office hours enjoying pasta made all the way more delectable with Veeba Mayonnaise.
Watch the ad films here:
The new campaign is a testament to the evolution of Veeba as a brand from its earlier campaigns such as ‘Aaj Kya Khaoge’ (2018) focusing on product variety and ‘Your Food Your Rules (2023)’ which celebrated culinary creativity. It strikes the emotional chord of the audiences connecting with them at a more personal and profound level.
Through this campaign, Veeba positions and reinforces its image as not only a food brand but as a hearty companion and partner in the celebration of the everyday triumphs of our lives. It is expected that people all across India will rejoice and celebrate every little and big wins of their lives with Veeba Mayonnaise and make it even more unique with this new campaign.
The integrated campaign is amplified across digital, social media, and television channels. In addition, on-ground activations are planned and executed to meaningfully interact with the consumers and establish stronger bonds with them, making the message of the campaign a pivotal part of the daily lives of the consumers.
“Food has always been more than just functional in Indian culture—it’s emotion, celebration, and reward all rolled into one. With ‘Mehnat Ka Phal Veeba Hota Hai,’ we’re celebrating a deeply ingrained part of our culture—the joy of rewarding ourselves and our loved ones with good food after a day of hard work. These moments of celebration are universal, and we are grateful, at Veeba, to be a small part of them through the meals people share” said Viraj Bahl, Founder and Managing Director of Veeba.
Sindhu Sharma, National Creative Director (North) at Enormous Brands said, “We are super excited to share our latest campaign for Veeba. It’s all about celebrating the joy of good food after all the hard work we put in. Haven’t we all felt that crushing disappointment when you come home, hungry and tired, only to find the food’s a total letdown? Absolute mood killer, right? That’s where the thought behind ‘mehnat ka phal Veeba hota hai’ came from. After all the effort you put into your day, good food isn’t just a want—it’s what you truly deserve. And with Veeba, it’s exactly what you get!”
The campaign is embodying the brand philosophy of Veeba which is ‘Life Tastes Better with Veeba’ transitioning to a more lifestyle-oriented and emotionally driven narrative, underscoring the deep connection of Veeba with the modern and contemporary consumers of today. Further, it emphasizes the evolving admiration for food as a source of celebration and joy among them.
