Created by O&M Bangalore, the new campaign for MTR breakfast mixes brings alive the joy of weekend family breakfast in Indian households
BestMediaInfo Bureau | Delhi | July 29, 2015
MTR Foods has unveiled a new advertising campaign for its leading category – breakfast mixes – to bring alive the joy of weekend family breakfast in every Indian household. The campaign, which went live across broadcast and digital media, re-emphasises how MTR is an indispensible companion for the homemaker in the kitchen and helps her create a perfect beginning to a great weekend with family. The campaign has been conceptualised by O&M Bangalore.
The heart of the campaign lies in the simple insight that while homemakers are rushed for time on weekday mornings, weekend breakfasts tend to be more relaxed with taste and variety becoming the focus. This is why MTR’s easy-to-make breakfast mixes prove to be an ace up the homemaker’s sleeve by providing convenience, variety and wholesome taste. The objective of the new campaign is to communicate how MTR’s wide range of breakfast mixes is a great fit for weekend consumption and a natural choice for families to come together and enjoy a delectable breakfast spread.
Vikran Sabherwal, Vice-President - Marketing, MTR Foods, commented, “Breakfast mixes has been one of our successful categories and has huge potential going forward as well. Our research has shown that variety is a key hook for weekend breakfasts and with 16 different breakfast solutions, variety is MTR’s USP. We took this thought forward and understood from consumers that variety, combined with a relaxed weekend morning, are perfect ingredients for the family to bond. Our new communication brings this thought together.”
He further said, “MTR’s endeavour has been to reach and connect with the modern Indian consumer. This new communication embodies this thought by showing a contemporary close-knit family getting together to make a relaxed weekend breakfast, guided by the mother, using MTR breakfast mixes. We are confident that this new campaign will resonate well with our consumers and help in triggering trials and increasing category penetration.”
Explaining the rationale behind the campaign, Shamik Sen Gupta, Group Creative Director, Ogilvy & Mather, Bangalore, said, “The campaign was aimed at establishing the ‘weekend’ as a consumption occasion for MTR breakfast mixes. The creative concept took the six-arm device, which had become synonymous with MTR from the last campaign and gave it a fresh spin with the family. In the commercial, we see a family on a Sunday morning, working in tandem to help mom make breakfast. The six-arm moment comes through as a finale to their synchronised movement. This helped us position the weekend breakfast as a fun-filled family event rather than just showing the homemaker in the kitchen.”
The campaign has been released in three Indian languages spread over six weeks across TV channels and digital mediums.
Client: MTR Foods
Brand: MTR Breakfast Mixes
Creative agency: Ogilvy & Mather Advertising, Bangalore
Group Creative Director: Shamik Sen Gupta
Creative Director: Sangeetha Sampath
Creative team: Krithikha Radhakrishnan, Swati Naik
Head of Advertising & Senior Vice-President: Tithi Ghosh
Vice-President: Deepanker Mukherji
Account Management: Sandra Patrao, M Vijayalakshmi
Account Planning: Susan Mathen, Shreyaa Ranjan
Agency Producer: Rajib Baruah
Director: Nitish Sharma, Hectic Content