Madhur Sugar hits the sweet spot of consumers in new campaign

Madhur Pure & Hygienic Sugar has launched a new campaign to celebrate the pure joy of eating. Family is the root of all joy and bonding. Launched with the tagline ‘Taaki Mithaas Khilti Rahe’, the brand, through the campaign, intends to identify, celebrate and share every sweet, relatable moment of their consumers' day-to-day lives.

With ‘packaged & sealed’ products taking precedence in 2021, Madhur Sugar has been ensuring hygiene, purity and safety with regard to their products, with values of the 5S guarantee — Safed, Shuddh, Samaan, a Sulphur-free process and Surakshit.

Every moment is a Madhur Sugar moment when your loved ones are around you: thus is the message the film carries forward. The campaign takes off with the launch of three films, each centred around cherishable micro-moments between a loving family. Starring Ansha Sayed who brings in her carefree, loving and confident personality to carefully unveil a plethora of Madhur moments.

The campaign also has known personalities like Krystle D’Souza, Sanaya Irani and husband Mohit Sehgal sharing their #MadhurPal with us. Panning across the digital ecosystem to also become a part of quick snackable content bites seamlessly integrated into users’ OTT and online content viewing experience.

The strategy behind it being three fold — drive awareness via the films, build consideration associating with relevant influencers and eventually give users countless occasions to celebrate everyone's sweet tooth in the family with Madhur Sugar.

Satbir Sindhu, President Marketing and OD at Madhur Sugar, said, “Madhur Sugar has been a favourite with homemakers for decades. They understand the value of good health and happiness. The TVC embraces the joy of family time spent together, especially after the harrowing days post the coronavirus pandemic. Health and hygiene has become the primary focus, especially for the elderly and children. We endeavour to bring to Indians the joy of eating pure and hygienic sweets, cooked at home, in the warmth of family time. Madhur Sugar brings you the purity of sweetness time and again.”

Chaaya Baradhwaaj, Founder and MD, BC Web Wise, said, “This campaign captures everyday moments that become that much more joyful with the way these occasions play out. We’ve looked at experiences that not just the audience but all of us could easily connect to, with sugar being a core ingredient of not just the recipe but these joyful moments. The authenticity with which we have captured these relatable moments makes this a winning campaign for us as it resonates so well with what the brand stands for along with the space that these sugar-filled moments hold with the audience.”

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