MTR Foods celebrates World Idli Day by reaching out to 85,000 families

What’s white, round, fluffy and makes for a perfect meal whether breakfast or lunch or a quick snack? It’s the humble but versatile - Idli! And to commemorate this delightful and nostalgic comfort dish, MTR Foods Pvt. Ltd. on this World Idli Day, brings forth 50 Idli recipes curated by 22 food influencers and MTR’s Center of Excellence. This collaborative effort in the form of a MTR Wow Idli virtual cookbook brings alive the versatility of the Idli with some of the most unique and innovative video recipes for consumers to Wow their families with.

The MTR Foods Idli mix portfolio has a diverse offering for consumers, be it the iconic Rava Idli, Rice Idli, Oats Idli or Masala Idli, catering to every Idli craving. Some of the popular food influencers who are featured in the MTR Wow Idli Cookbook are Kabitas Kitchen, food pages like Hebbars Kitchen and Gobblegram who are seen using the MTR Idli mixes to prepare exciting recipes for consumers to try.

Some of the unique recipes the MTR Wow Idli Cookbook features are Cheesy Idli Pizza, Rava Idli Burger, Oats Idli White Pasta, Choco chip Idli and Peri peri Rava Idli fries. Consumers can access more of these yummy recipes by visiting the link – www.shop.mtrfoods.com

The campaign done in partnership with Wavemaker India, began on a high-note with a large scale on-ground activation in collaboration with Indian delivery services company, Dunzo – a hyperlocal delivery app that has quickly become a verb in the country. To commence the celebration of World Idli Day and intimate consumers of this exciting new cookbook, MTR Foods has started a campaign to reach over 85,000 households with a special MTR Idli hamper and a unique QR code linking them to the MTR Wow Idli Cookbook.

Talking about the campaign Mr. Sunay Bhasin, Chief Marketing Officer, MTR Foods, said, “Idli has always been a popular breakfast dish in India and over the years has gained a much bigger share of plate. Consumers from all over the country enjoy this simple yet versatile dish not only for breakfast but across meal occasions.”

He further added, “High-quality, delicious range of products have always been MTR’s promise, and this World Idli Day we are showcasing the versatility of our range of Idli products with the help of this collaborative and unique virtual MTR WoW Idli Cookbook with more than 50 recipes. We are also glad to have partners like Dunzo be a part of our journey, enabling us to reach to over 85,000 consumers who can try MTR Idli products and recipes from the cookbook and WoW their families.”

Commenting on the campaign, Kishan Kumar Shyamalan, Chief Growth Officer, Wavemaker India, the agency partner of MTR said, "Idli is the most popular dish across India by far; it is my belief that if Idli were to stand for an election, it will win hands down! So when Idli celebrates its happy b'day, MTR Foods who is synonymous with authentic Indian cuisine decided to have some fun! 

The team at Wavemaker is extremely proud to co-create this fun campaign with MTR  around World Idli Day by bringing media, content and influencers together.”  

The MTR WoW Idli Cookbook was launched through a Facebook Live event hosted on the Momspresso page.