Figaro seeks approval from grandmoms in new campaign

As part of the campaign, spearheaded by Mirum, Figaro invited grandmothers from all over India to review traditional delicacies cooked in olive oil

e4m by exchange4media Staff
Updated: Sep 3, 2019 4:51 PM  | 2 min read

Traditional Indian cooking is a legacy that gets passed down from one generation to another. The challenge for olive oil, even with its bucket full of benefits, is to be compatible with Indian recipes without compromising on its original taste.

In India, to make an ingredient a part of any recipe, it must satisfy the taste buds of the custodians of the family legacy. Gaining from this insight, Figaro organized a food-tasting session where they invited grandmothers from all four corners of India to review traditional delicacies cooked with a twist.

Speaking on the initiative, Susana Toribio, General Manager- India, says, “Aiming towards the next level of growth, Figaro looks to root for the transition towards natural living. Overcoming the clutter that olive oil is only for continental cuisine, this food tasting session truly breaks the myth by cooking age-old Indian recipes with Figaro.”

Furthermore, Satarupa Majumdar, Marketing Manager, says, “One of the fundamental reasons for this 100-year journey has been the connection with the consumers. Figaro over the years has been the epitome of care, purity, trust and health. Through this food-tasting session, we take the Indian food experts down memory lane with the uncompromising recipes by the new generation and Figaro.”

The campaign is spearheaded by Mumbai-based digital agency Mirum, a WPP group company. Naila Patel, Executive Creative Director, Mirum India, says, “In India, food is not just an emotion, it also is also wisdom that gets passed on. Every Indian has a ‘Meri Dadi Ke Haath Ke Bane Laddoo’ story. Our grandmas being the better cooks is a reality every Indian knows and believes. Thus, when Figaro wanted to cook traditional Indian recipes, we wanted the stamp of approval from the highest order. What shaped the thought was the insight that the bond between grand moms and grandchildren is precious, and the chances of a different cooking medium finding acceptance is highest when it is recommended by the grandchild.”

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