MTR Foods has launched a new variant of Sambar Powder, one of its highest selling products. The variant called Spicy Sambar Powder promises to add variety and a spicy kick to meals across the day, especially in core southern markets.
The heart of the campaign lies in the insight that home-makers make different variations of sambar depending on the meal occasion and the central dish of the meal. For the launch, MTR conceptualized a TVC that begins with a mix of funny reactions of a father and a son as they sit at the table for the meal while the woman of the house watches them amused. As the ad progresses, the viewer realizes their reactions are owing to the spicy taste of the all new spicy sambar variant that they relish. The TV commercial focuses on the spicy kick of the new product and emphasizes how this product is perfect for households that prefer a spicier variation of the sambar for certain meal occasions or as an accompaniment to the central dish.
On the launch, Sunay Bhasin, CMO, MTR Foods, says, “MTR is one of India’s leading packaged masala players with prominent leadership in our core southern markets. We conducted extensive cuisine studies in these markets and realized that our target audience while still using our Sambar Powder, also make their own blend from pure spices for a spicier version of sambar. The new variant of Spicy Sambar is intended to plug this need-gap and drive further penetration in our core markets. The TVC launched to support this campaign is a simple yet creative communication that seamlessly blends the spicy nature of our product with a daily meal occasion.”
Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather, says, “The key ask from MTR was to create a simple communication that clearly highlights the features that are central to the product—the spicy and tasty nature of the Spicy Sambar Powder. We focused on that attribute by showcasing it in an everyday meal occasion that has been made memorable because of MTR’s Spicy Sambar Powder. We also injected a certain amount of humor in the TVC, which is guaranteed to make you smile every time you see the ad.”
Agency: Ogilvy & Mather
Production House: Coconut Films
Creative Director: Subodh Menon
Duration: 25 sec
Languages: Kannada and Telugu
In addition to the TVC, the launch of this new variant is supported by a 360-degree marketing plan including outdoor, digital programs, and in-store activation.