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MTR Foods focuses on strong family bonds

The campaign has been released in four Indian languages spread over six weeks across TV channels and digital media

BestMediaInfo Bureau | Delhi | November 4, 2015

MTR-Foods Click on the image to watch the TVC.

MTR Foods, a leading packaged foods brands, has unveiled a new advertising campaign for its Masalas category. It demonstrates how authentic homemade dishes made with MTR’s masalas help a woman bring the family together.

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 the way for stronger family relationships. The ad shows how great tasting food can become a catalyst for a healthy relationship between a father and son.

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 a meal. 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 media. To reach out to a larger consumer base, MTR is also advertising on mediums like Cinema, Mobile and Print. These activations will also be supported by strong on-ground activations.

The TVC:



Client: MTR Foods

Creative agency: Ogilvy & Mather, Bangalore

Group Creative Director: Shamik Sen Gupta

Creative team: Sangeetha Sampath, Swati Naik

Head of Advertising & Sr. VP: Tithi Ghosh

Vice-president: Deepanker Mukherji

Account Management: Sandra Patrao, M Vijayalakshmi

Account Planning: Susan Mathen, Shreyaa Ranjan

Agency Producer: Rajib Baruah

Director: Prashant Madan

Production house: Nirvana Films

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