There’s now a World Vada Day. 8 August, or 8/8. A date that looks like a stack of vadas—the doughnut-shaped, crispy, deep-fried savoury made of lentils. iD Fresh Food, the company that announced the day, also launched an online game, where one feeds a hungry monster with vadas, to promote it.

This marketing is just the latest move by Bengaluru-based iD Fresh, which has maintained a stranglehold on the ready-to-cook market in south India over the last 14 years. A near-monopoly built by catering exclusively to the palettes of South Indians, all with just 10 broad products—various batters, flatbreads, etc.