MTR Foods launches new campaign for Spices and Masalas

The campaign has been conceptualised by Ogilvy & Mather and focuses on family relationships that develop over a tasty meal

e4m by exchange4media Staff
Updated: Oct 24, 2015 8:51 AM
MTR Foods launches new campaign for Spices and Masalas

MTR Foods unveiled a new advertising campaign for its Masalas category. The new campaign demonstrates how authentic homemade dishes made with MTR’s masalas help a woman bring the family together. The communication has been conceptualised by Ogilvy & Mather.

The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships.

Watch the TVC:

Commenting on the new campaign, Vikran Sabherwal, Vice President - Marketing, MTR Foods said, “We at MTR Foods have years of proven culinary expertise behind us and have always focused on preserving the authenticity of ingredients, processes and age-old recipes. Our masalas are made with the perfect four step process of selecting best ingredients which are then blended, roasted and pounded to perfection. Keeping this in mind, we have launched this new campaign to showcase how MTR’s range of Spices and Masalas can help a modern homemaker make everyday food special and bring the family together. We are confident that our target audience will love this new campaign.”

Explaining the insight behind the campaign, Tithi Ghosh, Client Services Director, Ogilvy & Mather – Bangalore stated, “Our research has shown that tasty food helps in elevating the mood of every family over meal time. The campaign highlights the concept of creating fond family memories over irresistible authentic Indian food made with MTR Masalas. In the commercial we see how the mother is instrumental in quickly changing the mood of her household and strengthening the bond between the father and son by bringing together a delectable spread of Indian food made from MTR’s masalas.”

The campaign has been released in four Indian languages spread over six weeks across TV channels and digital mediums. To reach out to larger consumer base, MTR is also advertising in mediums like Cinema, Mobile, Print etc. These activations will also be supported by on-ground activations in General and Modern Trade.

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