TLDR: Creative agency Chord has partnered with iD Fresh Food to lead its digital and social media storytelling, focusing on human-first content and community engagement for the ready-to-cook brand across India and GCC markets.
Chord, the creative powerhouse from the 1702 network, is the mind behind iD’s blockbuster specialty Parota launch, which crossed 100 million views, and the latest drool-worthy debut of iD Ready Mixes. Now, the brand’s trusted partner is set to reimagine iD’s storytelling across social and digital, one fresh idea at a time.
Renowned for transforming Indian kitchens with its clean-label, ready-to-cook innovations, iD is now poised to reimagine its brand storytelling in the digital space, partnering with an agency that intuitively understands both the pulse of the internet and the essence of the brand. Chord has been a trusted partner to leading FMCG brands, including Adani Wilmar, Marico, Happilo, Jubilant Foodworks, ITC, Maxprotein Ritebite, and Zydus Nutrition, to name a few.
“iD is one of those rare brands that’s built on trust and emotion, values that don’t need reinvention, just continued expression,” said Shivangi Shekhar, Founding Partner & Chief of Strategy and Creative, Chord. “Our role is to take those values and turn them into meaningful stories. From culture-first content to everyday interactions, our goal is to make iD’s social presence as warm and memorable as its products.”
As part of its mandate, Chord will lead iD’s creative strategy across social media, digital campaigns, content formats, and community engagement, creating a unified and vibrant digital voice for the brand in India and GCC markets. Chord is known for its sharp cultural instinct and creator-first thinking, having built thriving online communities and crafted viral storytelling for consumer-centric brands.
“At iD, our focus has always been on building a brand that feels like home, trusted, warm, and human,” said Gaurav Kwatra, Chief Marketing Officer, iD Fresh Food. “As we expand our digital footprint, it was crucial to find a creative partner who could retain that emotional core while speaking the language of today’s internet culture. Chord brings that rare blend of creative soul and cultural intelligence. This is not just content creation, it’s meaningful storytelling that builds lasting connections.”
Adding to this, Bharath Ram, Category Head – Marketing, iD Fresh Food, said, “We see our audience not just as consumers, but as a community built on shared values of honesty, quality, and simplicity. Chord instantly understood our DNA and brought a fresh perspective on how to amplify it online. This partnership is about shaping a digital presence that’s relevant, rooted, and real.”
This partnership goes beyond a creative mandate; it’s a shared vision for human-first digital storytelling. With iD Fresh as a brand partner, Chord aims to transform every scroll into a smile, every like into loyalty, and every post into a meaningful extension of the brand’s purpose. In a world full of noise, this partnership promises stories with flavour, purpose, and heart.
