When it comes to food, “Kuch Bhi” is a crime.

At Thrive we didn’t want to be just another food delivery app fighting for scraps in a two-player market. While the giants pushed discounts and algorithms, we went the other way and built a brand that gave a damn about what people were eating. Enter "Take Food Personally", a rallying cry for those who believe food is more than just fuel.

But slogans don’t shift markets. Ideas do. And Thrive’s big idea? A cheeky clapback to the laziest answer to "Kya khaana hai?", the dreaded “Kuch Bhi.” A phrase we’ve all thrown around without thinking. Thrive turned it into a cultural moment with "Kuch Bhi, Nahi Chalega!"

The campaign played out in painfully relatable scenarios where a half-hearted “Kuch Bhi” led to hilariously disastrous outcomes. Bad haircuts. Botched interiors. Bad vivas. And all for what? Because someone couldn’t be bothered to make a proper choice. The message was clear: When it comes to food, mindless choices just don’t cut it.

The numbers proved the point. The films racked up 9.5M views, engagement shot up by 28%, traffic surged by 80%, and app installs jumped 120%. No gimmicks. No desperation discounts. Just a brand that stood up, said “Nahi Chalega,” and made food personal again.Watch the ad films here