MTR Foods has come out with a modern-day twist in their latest marketing campaign. The creative conceptualised by Ogilvy & Mather aims at positioning the breakfast mix as a perfect Sunday special menu. As used in the brand’s previous ad campaign, the creative concept of the six-arm device is retained in the new ad as well, but with a contemporary look.
The old communication showed how all the family members simply gave their varied breakfast preferences to the woman of the household who then proceeded to multi-task and cook up all the dishes. The visual of six hands were shown to impart the idea of being a supernatural being (referring to a goddess). The new ad film, on the other hand is about a family enjoying a breakfast meal on Sunday. The woman here is not making the breakfast alone; she is being helped by her children and husband and that is the reason, the six hands are formed behind the woman. The objective of the new campaign is to communicate how MTR’s wide range of Breakfast Mixes are a great fit for weekend consumption and a natural choice for families to come together both in the kitchen and at the dining table.
New MTR ad:
Previous MTR ad:
Speaking on the thought behind the campaign, Shamik Sen Gupta, Group Creative Director, Ogilvy & Mather, Bangalore said, “The creative concept took the six-arm device, which had become synonymous with MTR from the last campaign and gave it a fresh spin with the family. The campaign is aimed at establishing the ‘weekend’ as a consumption occasion for MTR breakfast mixes. In the commercial, we see a family on Sunday morning, working in tandem to help mom make breakfast. The six-arm moment comes through as a finale to their synchronised movement. This helped us position the weekend breakfast as a fun-filled family event rather than just showing the homemaker in the kitchen.”
Giving her views on the campaign, Pragya Bhartwal Dhyani, Creative Director, Thoughtshop Advertising Limited said, “Frankly speaking, I have never liked the old MTR Foods commercial, where the woman alone is shown to be doing all the cooking. The new ad is fresh in terms of the concept and also, being a working woman, I can totally relate to it. Times are changing and you can no longer get away with showing a woman in the kitchen, cooking for her husband and family always. The new ad is good, not in terms of the quality, which is average but because of the concept. I like the idea that it involves the kids and the husband as well. The primary message might be the product and their positioning of MTR breakfast mix as a ‘Sunday special’, but the secondary message, of involving the family in making breakfast and the modern outlook of the members, stands out.”
Echoing similar views, Joybrato Dutta, Creative Group Head, Scarecrow Communications, added, “It's a good change for MTR. Their last ad had showed a woman with six hands, trying to portray her as a goddess. This one shows the same visual but with a modern twist. This time we see her family helping her. It's a fresh take and the ease of using this product does come out nicely.”
Vikran Sabherwal, Vice President - Marketing, MTR Foods highlighted, “Breakfast mixes have been one of our successful categories and has huge potential going forward as well. Our research has shown that variety is a key hook for weekend breakfasts and with 16 different breakfast solutions, variety is MTR’s USP. We took this thought forward and understood from consumers that variety combined with a relaxed weekend morning are perfect ingredients for the family to bond. Our new communication brings this thought together. MTR’s endeavour has been to reach and connect with the modern Indian consumer. This new communication embodies this thought by showing a contemporary close-knit family getting together to make a weekend breakfast, guided by the mother, using MTR Breakfast Mixes. We are confident that this new campaign will resonate well with our consumers and help in triggering trials and increasing category penetration.”
The campaign has been released in three Indian languages spread over six weeks across TV channels and digital mediums.