MTR Foods Unveils New Advertising Campaign on Breakfast Mixes

MTR Foods Pvt. Ltd., the pioneer of packaged foods in India, today 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 today across broadcast and digital media re-emphasizes 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 heart of the campaign lies in the simple insight that 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 homemakers 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.

Commenting on the new campaign, Vikran Sabherwal, Vice President - Marketing, MTR Foods said, “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 sixteen 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. ”

“MTR’s endeavor 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.” He further added.

Explaining the rationale behind the campaign, Shamik Sen Gupta, Group Creative Director, Ogilvy & Mather - Bangalore stated, “The campaign was aimed at establishing the ‘weekend’ as a consumption occasion for MTR breakfast mixes. The creative concept took the 6-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 Sunday morning, working in tandem to help mom make breakfast. The six-arm moment comes through as a finale to their synchronized movement. This helped us position the weekend breakfast as fun-filled family event rather than just showing the homemaker in the kitchen. “

The campaign has been released in 3 Indian languages spread over 6 weeks across TV channels and digital mediums. The new TV commercial can be viewed using the links below:
https://www.youtube.com/watch?v=mzuCJgmRoDw
Details of the campaign
·         Client: MTR Foods Pvt. Ltd
·         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 & Sr. 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
 

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