Mother’s Recipe believes women should celebrate themselves every day and not just on March 8, when the world celebrates Women’s Day. With this thought in mind, the brand deliberately launched a campaign weeks later, breaking the clutter and to drive home this important message.
Its latest campaign #GiftOfTime is a part of the brand’s ‘taste the love’ series. The video opens with a peek into the lives of three women set against the humdrum of busy lives taking care of different roles and expectations around them. Life seems to be on auto mode till it hits an unexpected bend, catching these women off-guard. A simple question, ‘what would you like to do if you had two hours extra in a day?’, gets them to emotionally think about themselves which they are not used to doing, and they open up to share their interests. Mother’s Recipe then introduces them to a world of delicious and authentic food options, which is convenient and fast cooking, interestingly highlighting exactly how much time their products would help them save in the kitchen.
The video closes on a positive note with these women discovering a part of themselves in doing what they love without compromising on family and taste.
Sanjana Desai, Chief Strategy Officer, Mother’s Recipe, said, “In the effort to look after the entire family, the I is often lost, but as individuality is rising and the guilt slipping away, as a brand we should pave the way for her. So, with this campaign, our objective is to highlight and address a larger challenge faced today. Mother’s Recipe strongly believes in offering lifestyle solutions, making a meaningful difference to the lives of their consumers. With our products, we want to enable our consumers in the kitchen, enrich them and not replace them. By helping them save time in the kitchen so that they could spare some time to do what they love.”
She added, “It is not about celebrating one particular day, hence we deliberately stayed away from launching the campaign on Women’s Day. It is about looking beyond a specific day, aiming to bring about a change every day of the year.”
Mother’s Recipe’s range of pastes, pickles, RTC, instant mix and other product packs a punch of delicious flavours, regional tastes, convenience and simple cooking. The brand plans to amplify this campaign further through various unique online and offline engagements and radio presence.
Virendra Saini, Executive Director, Triton Communications, said, “Women in today's scenario have just forgotten to spare some free time for themselves to follow their hobbies. They have restricted themselves to a set framework which they operate in a monotonous manner. With this campaign, we really wanted women to realise their potential and take time to fulfil whatever they love doing. The idea is not to eliminate or compromise on the existing responsibilities but enrich and empower by gifting them some valuable time for themselves; hence ‘#GiftOfTime’.”
The campaign has been conceptualised by Sanjana Desai and Mothers’ Recipe team along with the creative agency Triton communications and is live on multiple digital platforms like YouTube and Facebook. The campaign aims to provide some food for thought for women to realise their dreams and celebrate themselves more often.
Brand Name: Mother’s Recipe
Creative Agency: Triton Communications
Director: Manav Malhotra
Producer: Alok Potnis
Cinematographer: Yash Mayekar
Art Director: Viveka Banja
Music Director: Raghav Mehta
Campaign Elements: Digital