Veeba has rolled out a campaign, 'Mehnat Ka Phal Veeba Hota Hai', (The fruit of hard work is Veeba).

Conceptualised by Enormous, the campaign comprises three films. All the films revolve around the narrative of savouring the joy of a well-deserved meal after a long day, which is made better with Veeba products.

The first film features a child helping around during his annual sports day. After a tiring day, the child is excited as he goes home to a burger made with Veeba Mayonnaise.

In the second film, a lady is shown enjoying her salad bowl topped with Veeba Creamy Dressings, after an intense workout session.

The third film showcases an intern toiling hard at his first job who feels a sense of satisfaction when at the end of a long day he has a meal made better using Veeba's products.

What we think about it: Short, bite-sized films that bring the message home. The relatable consumer insight moves beyond the product and taps into the human experience of earning rewards through effort. Aligning Veeba with these moments, the ad positions the product as a part of a meaningful, rewarding experience, rather than simply as a functional item.

The films released on 14 January.