MTR Foods' ad pitches its new Seviyan Upma as best breakfast option

The campaign, conceptualised by Ogilvy & Mather, shows how 3-Minute Seviyan Upma seamlessly fits into the morning madness where the homemaker has to multitask to cater to her family’s needs

e4m by exchange4media Staff
Updated: Jun 26, 2019 3:09 PM

MTR Foods Pvt. Ltd has unveiled an advertising campaign for the new quick-to-cook breakfast option – 3 Minute Seviyan Upma. MTR has given one of the most popular Indian breakfasts, a 3 Minute spin. The all-inclusive mix, packed with the natural goodness of wheat, flavourful mix of perfectly roasted vermicelli, right blend of masala and cashews needs to be cooked in boiling water for only 3 minutes. The new campaign conceptualised by Ogilvy & Mather shows how 3-Minute Seviyan Upma seamlessly fits into the morning madness where the homemaker has to multitask to cater to her family’s needs.

The campaign is based on the simple insight that in the morning rush, the homemaker usually times her every task. But with 3 Minute Seviyan Upma, at least the family’s favourite breakfast is sorted. With breakfast being the most important meal of the day, she is seeking convenient solutions, without compromising on taste and quality.

Commenting on the new campaign, Sunay Bhasin, CMO, MTR Foods Pvt Ltd, said, “True to the company’s philosophy that MTR Foods is every homemaker’s secret to great taste, we are always studying consumer needs and Seviyan Upma is the perfect 3 Minute answer to the everyday breakfast dilemma. Being the leaders in the packaged food industry, MTR has always focused on evolving with the changing consumer demands. Keeping this in mind, we have launched this new campaign to showcase how MTR 3 Minute Seviyan Upma gives Indian families a tasty & wholesome start while easing out the modern’s woman’s time in the kitchen.”

Promising to bring this popular breakfast option in a 3-minute avatar, MTR Seviyan Upma is also a healthier alternative to many deep fried-maida-laden noodle brands currently available in the market. Loaded with goodness of wheat and no maida, it is a made of the choicest of ingredients with no added preservatives.

Tithi Ghosh, Managing Partner, Ogilvy South, said, “A homemaker’s day starts off with the hustle and bustle of getting everyone ready for the day. As she races against time to get things done in the morning, compromising on a tasty breakfast is never a choice. This TVC positions MTR’s 3-minute Seviyan Upma as the preferred breakfast choice for the multi tasker of today, allowing her to constantly delight her family.”

The campaign has been released in two languages – Hindi and Kannada. It will be supported by a 360-degree marketing plan including new TVCs, in-store activation, outdoor and digital programmes.


Campaign Credits:

Creative Agency: Ogilvy

  • Tithi Ghosh – Managing Partner
  • Mahesh Gharat – Chief Creative Officer, South
  • Anirban Roy – Senior Vice President - Head of Planning – Bangalore
  • Easo John – Vice President
  • Shambhavi Ramanathan – Planning Director.

·         Muki Sablania – Senior Creative Director

·         Deepesh Rajani – Senior Creative Director

·         Swetha Ajit – Creative Supervisor.

·         Subir Sen - ACD

  • Rajib Baruah  - Associate Film Director
  • Sandra Patrao – Client Services Director
  • Pramod Khatawkar – Group Account Manager

Production house: Love & Faith

Director: Luv Kala

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