Every pack of Two Brothers carries the same promise: you don't have to take our word for it. This plan takes that promise to strangers on the street, lets them check it for themselves, and films what they say. It works for ghee, atta, jaggery or Amlaprash in the same day, because it sells the thing all of them share.
Organic, A2, cold-pressed, stone-ground: shoppers have seen every one of these words on a pack that didn't live up to it. So the words stopped working. What still works is something a person can check with their own eyes. Two Brothers has three of those.
The QR code on the pack opens the record of how it was grown, made and tested. Live on 29 products today, more each crop cycle.
Two brothers who left banking for their village, and a network of partner farmers who grow the rest. Food with a face and a place, Bhodani.
Ghee from curd by the Bilona method, the way it was made at home. The ghee you call India's first glyphosate-free. The taste is the proof people trust most.
Your range is wide, so an ad that sells only ghee builds a ghee brand. An ad that sells the reason to trust every pack builds Two Brothers, and every product on the site gets the benefit.
It is also what you already say: "Khaane ke saath no mazaak." A stranger checking your pack on their own phone is the most believable version of that line we can film.
Each street test has one fixed spine and one open slot. The host runs the same conversation all day and swaps the product every few people. By evening the footage holds the same reaction across your whole range.
One person, one product, one clean reaction. For product and catalogue campaigns, and the product page.
Six strangers, six different products, the same reaction cut back to back. For new audiences who have never heard of you.
Shooting one product per day would mean six shoots to cover the range. Rotating the product inside one conversation gets the same coverage in one day, and the mashup that comes out of it is the ad a single-product shoot can never make: proof that the promise holds across the whole kitchen.
"Every pack says pure. They all say that."
"This one showed me where it came from and how it was tested."
Host: "Ghar pe kaunsa ghee hai? Does the pack say pure?" Them: "Haan, sab pe likha hota hai."
Host: "Can it prove it?" A laugh. "Prove kaise?" This beat is opening B.
Host: "Scan the back of this one. Your phone, not mine." They scan. The record opens. They read it out loud, in their own words.
Same three beats with every pack that carries the QR record. Every few people, a new one.
Host: "Next time you shop, will you turn the pack around?" Their answer, uncut.
Card: Every claim on the pack. Scan it.
"Does your ghee say pure? Can it prove it?"
"Prove kaise?" then the scan, told backwards.
Split screen: their face on one side, their phone screen on the other as the record loads. The brand cut stacks six people and six products in the first ten seconds, all reading the same kind of line off their own screens.
It's the only test where the stranger does the proving. Nobody can fake a scan on someone else's phone, and nobody else on the shelf can be tested this way. That makes it the strongest brand ad in the plan.
"Food comes from a brand. I've never thought about a farmer."
"A real farmer grew this. I can see where."
Host: "Who grew the wheat in your roti this morning?" Blank face. Then a laugh. That pause is opening B.
Them: "Punjab? Pata nahi." Host: "Do you know anyone who knows?"
Host: "This one knows." The scan opens the record of where it was grown.
Host: "Would you rather buy from a name or from a farm you can see?" Their answer.
Card: Grown by farmers you can see.
It tells the founder story through strangers, which is stronger than the founders telling it. It is held for round two because it rests on the same scan as Test 1. Pilot the scan first, then decide if origin is the angle that sells it.
"Nothing tastes like it did when I was young."
"This is how my mother's ghee tasted."
Host: "Aunty, ek honest opinion chahiye. Aaj kal ke ghee mein woh baat hai?" Them: "Nahi beta, pehle jaisa nahi."
Host: "What's missing?" Their own words about how it used to be made. This is opening B.
A hot roti off the tava, a spoon of ghee. Or a piece of jaggery, or a spoon of Amlaprash for the uncle beside her. Host: "Ab batao."
Them: Their verdict, uncut, in whatever language they speak. Host: "Made from curd, churned the slow way, like at home."
Card: Tastes like it used to. Because it's made like it used to be.
"Aaj kal ke ghee mein woh baat hai?"
"Nahi beta, pehle jaisa nahi." then the taste.
Warm and slow. The tava, the ghee melting on the roti, her face on the first bite. Subtitles in English under whatever language she speaks. 30 to 45 seconds, one elder per ad, and a festive cut with three elders back to back.
In most Indian homes the elder decides what real ghee is. Her verdict is the one your buyer's mother would give, which makes it the most trusted voice we can put in an ad. It also gives you festive-season ads straight from the pilot.
"Organic means safe. I've never heard of glyphosate."
"Is my 'pure' ghee even tested for that?"
Host: "Quick one. Ever heard of glyphosate?" Most haven't. The blank look is opening B.
Host: Two lines only, word for word from the claim list you approve.
Host: "This ghee is glyphosate-free. The first in India to say so." They read the pack.
Host: "Would you check your ghee for this now?" Their answer.
It is the strongest test and the one that needs the most care. Every fact comes from the host and only from wording your team signs off. Strangers only react. We run it once the claim list is approved, never before.
"Two Brothers? That's a ghee brand."
"Wait, my atta, my jaggery and my oil too?"
Host: "Sixty seconds. Fill your mother's kitchen from this table." Eight plain jars: atta, ghee, oil, jaggery, rice, honey, spices, Amlaprash.
They pick five or six and say why. Them: "Mummy sirf groundnut oil use karti hai." Every reason is a product ad.
The host turns every jar around. All Two Brothers. Host: "All of it from one farm network." Them: "Ghee wale? Atta bhi?"
Host: "Which one would you try first?" Their pick tells us which product to put in front of new customers.
Card: One farm. Your whole kitchen.
"Sixty seconds. Fill your mother's kitchen."
"Atta bhi?" first, then the table.
Game clock on screen counting down from sixty, a tick on every jar they grab, then the reveal with every pack turned at once. Fast, 30 to 40 seconds. The brand cut is six people's reveals back to back.
This is the test built for a wide range. The stranger finds out how much you make, on camera, which is the cross-sell your product ads can't do. And their "try first" answers are free research on which product to lead with for new customers.
Find which reason to trust sells for the least: the scan, the taste or the range. Then lead every ad with it.
One city you pick. A market and a college or office stretch.
Tests 1, 3 and 5, with the product rotating across your range.
Product ads and brand mashups, two openings each, ready for Meta.
One city and three tests keep the read clean. The winning reason becomes the brief for every shoot after it, in India and abroad.
The winning test, more products in the slot, and Tests 2 and 4 if the pilot points to origin or testing.
Indian families in New Jersey and Toronto: "Does this taste like home?" The same tests, new reactions, ads that sound like each market.
People who have never had it, tasting it for the first time. Built for the new customers you'll meet abroad.
The street format is at pplrated.com. The plan we built for Loam Science, a US supplement brand shooting in New York, is at loam.shaanks.com. On the call we walk you through ads we make for the brands we work with.
A host we cast for the city who speaks its languages, briefed on Two Brothers before the day. Hosts aren't credited in the ads; the people on the street are the faces.
Whatever people speak in that city: Marathi in Pune, Tamil in Chennai, Malayalam in Kerala, Kannada in Bangalore, Bengali in Kolkata, with a host who speaks it. Every ad has English subtitles.
Whatever they taste and feel. Every fact about a product comes from the host, from the claim list you approve. No health claims from strangers.
No. The tests work without them. If Satyajit or Ajinkya want a cameo, or a farm segment at Bhodani in round two, we write it in.
We aim for ten clean interviews per test. If the day falls short, we add a half day at our cost.
You do. Paid and organic, Meta, YouTube, marketplaces and quick commerce, no time limit. Consent from each person is on film and comes with the files.
Up to two days before the shoot. The host trains on the final version.
A short call to pick the tests, then the claim list and the flows within the week.
You approve the three tests and the claim list. Product ships to the shoot city.
Shoot day. About forty-five people, the best kept.
First cuts, one round of changes, then the finished files.
The ads run in your account. We read the four numbers together and name the winning reason.
by Shaanks