MTR Foods has launched a new range of Indian breakfasts called the 3 Minute Breakfast with a 360-degree media campaign including three TVCs and a digital film. The ready-to-cook dishes range from Poha, Upma, Oats and Halwa.
Backed by the insight that breakfast is the most rushed and the most skipped meal, these products can be consumed at home or on the go.
The three TVC campaigns that went on air in April, portray hurried situations on weekday mornings, which then lead to consumers missing breakfast because of lack of time.
Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods, said, “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”
Mahesh Gharat, Ogilvy & Mather, added, “The brief from MTR Foods was to communicate the key proposition of the 3 Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast and that consumers need not compromise on it anymore. As we had to engage the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”
The Social Street was assigned the task of creating a film for the digital campaign that resonated with the urban millennial.
Commenting on the digital film, Sonia Lal, Managing Partner, The Social Street, said, “Our brief was to communicate with the young target group in the digital space and create some humorous content while conveying the brand message. The film shows a team of experts like scientists, astrologers and other specialists (one of them being a cat) trying to understand why the youth is mean and a simple answer coming from a mom who says that the youth skip breakfast because they are short on time and how the MTR 3 minute range solves this.”