Ahead of World Pasta Day on 25 October, the Rudrapur based pasta maker has released Do Daane, a 60 second animated film that skips the product claims and tells the story of two wheat grains instead.
In the run up to World Pasta Day, Bregano, the pasta and staples brand of Dwarika Food Products, has taken a route few Indian food brands take. Its new campaign, Do Daane (Two Grains), is built around a 60 second hand drawn animated film released on the brand’s Instagram, YouTube and Facebook channels on 17 October.
The film follows Bholu and Golu, two wheat grains who grow on the same stalk in the same field. They sing together on the way in, go through the same chakki, come out of the same pasta line as fusilli, and are both sealed at the end of it, still smiling. Then their paths split.
Bholu’s sack is opened at a market. Over the next few weeks he is joined by four guests nobody invited: Seelan, the monsoon damp; Gubbar, the dust; Bhinbhin aunty, a fly with a handbag; and Ghunnu ji, a polite weevil carrying a suitcase. Golu stays sealed on a shelf until a hand in a home kitchen opens his pack for the first time.
No villain in the story
The campaign’s line, Fark daane mein nahi, safar mein hai, carries its argument: the difference is not in the grain, it is in the journey. Both grains are shown as equally good on the day they are made. The film does not show a shop, a seller or a buyer, and it blames none of them. In Bholu’s words: “Kisi ki galti nahi hai. Bori khuli thi, bas.”
The uninvited guests are drawn as soft, likeable characters rather than pests. They never touch food and are never swatted. When they reach Golu’s sealed pack, they can hear him humming inside, find no way in, and leave without a word.
The film also stops short of overclaiming. It ends with Golu, now cooked, telling viewers: “Jo bacha hai, use band rakhna.” Keep what is left closed. A sealed pack protects the journey, the film suggests, not the rest of its life in the kitchen.
The film is drawn in ink and watercolour wash.
The characters and the film were developed in house with the creative team at TID AdvertisR & Marketers. Around the film, Bregano has been publishing short posts that each teach one kitchen technique, such as why fusilli is twisted and the most common mistakes people make when boiling pasta.
Why World Pasta Day
World Pasta Day, observed every year on 25 October, is still a quiet date in India. For Bregano, which makes its pasta from 100% durum wheat semolina at its plant in Rudrapur, Uttarakhand, the day offers a natural moment to tell a story that begins in a wheat field and ends in a home kitchen.
Do Daane is live on Bregano’s Instagram profile, @breganoproducts, and is available on the brand’s YouTube channel.
About Bregano
Bregano is the consumer food brand of Dwarika Food Products Pvt. Ltd., part of the Dwarika Group, established in 1992. Launched in 2019, Bregano makes pasta, vermicelli and kitchen staples, including poha, sooji, besan, dalia and soya chunks. Its pasta is made from 100% durum wheat semolina with no maida, no preservatives and no artificial colours. It is produced on Italian PAVAN machinery at a fully automated 7 acre facility in Rudrapur, Uttarakhand, certified FSSC 22000 and HACCP. Bregano is available on Amazon, Flipkart, JioMart and bregano.in, and in retail across seven states.
