@ Vikash Sharma | Sr Journalist
Delhi -The new normal has brought about a lot of lifestyle changes which has made our lives mundane and dull. We believe good food is one of the things that can add some happiness & excitement in life. Mother’s Recipe, one of India’s leading food brands have launched Desi Szechwan chutney with No added MSG under the brand name ‘Recipe’. The brand unveiled its new TV commercial which focuses on the theme ‘Life ko Spicy Banao’ and relates to how Recipe Desi Szechwan can add excitement to an otherwise boring day.
The TVC campaign depicts an offbeat and amusing delight through a typical work from home routine. Life is too short to be boring, it should be filled with fun, adventure, and new experiences. The brand Recipe aims to connect with today’s millennials through the campaign by turning everyday moments into memories. Recipe’s Desi Szechwan is being supported by a very interesting TVC film, in-line with today’s times of ‘work from home”. The TVC campaign ‘Presentation mein aag lagane ki Recipe’ presents very funny and edgy situational communication. It keeps one guessing & glued to the creative through-out and brings a big smile on one’s face in the end!! The highlight of Recipe’s Desi Szechwan chutney is it contains NO added MSG and is made using the highest quality ingredients. This exciting chutney stimulates your taste buds with its flavour & makes everything taste better.
Commenting on the latest TVC launch Ms. Sanjana Desai, Executive Director, Mother’s Recipe, said “We understand the changing profiles, thought processes, preferences, and discerning tastes of millennials based on which we created a product like “Desi Szechwan Chutney.” The TVC campaign depicts the spicy twist the chutney adds to any dish. With the zest to live life to the fullest and with bubbling energy, today’s youth are more open to creating new experiences. With the launch of our latest TVC, we aim to connect with our audience with the theme that is most relevant, Life ko spicy banao which reflects that taste Szechwan adds to any dish.
The TVC will be shown on all OTT platforms, including HotStar, ZEE 5, SONY LIV, Voot, and MX Player. It would also appear in Google display advertisements. It would be supported with a 360-degree campaign that would incorporate social media, digital, on-the-ground activations, as well as OOH and offline campaigns.
Triton Communication Creative team added, “The campaign was the outcome of research we conducted on current trends & consumer behavior. We were excited and privileged to be a part of the team. In today’s fast-paced world, where everyone is stressed for time, our dependency on ready products has grown, yet without sacrificing taste or quality. The campaign’s Objective was to highlight the exciting flavours of the Szechwan chutney which can add a burst of flavors to both food & life.
• Brand Name: Mother’s Recipe
• Campaign Name: # Lagao Baaki Sab Bhool Jao Campaign
• Campaign elements: OTT, Social Media (Youtube, Facebook, Instagram), Google display ad, OOH and on ground activations
• Creative agency: Triton communications
• Digital Agency: Social Panga
About Mother’s Recipe
Desai Foods Private limited owns the brands Mother’s Recipe, ELMAC, Spread On & Dabee. The company with a robust distribution network across the country caters to diverse formats ranging from mom & pop stores, modern trade outlets, multi-functional outlets, e-commerce, Defense and to Hotel Restaurants & Cafes (HORECA) / Food Service outlets. The company is one of the largest providers of traditional & authentic Indian taste exported to more than 45 countries in the world. The current product portfolio in India consists of Pickles, Condiments Pastes, Blended Spices, Ethnic Chutneys, Papad, Ready to Cook Spice Mixes and Instant Mixes. The company has 3 state of the art manufacturing facilities – in Pune, Kolkata & in Bharoda and is certified under ISO 9001-2008 and ISO 22000-2005. Mother’s Recipe have won various awards like the Consumer Voice Award, the Superbrand Award, Product of the Year award along with ‘Two Star Export House’ status by the Ministry of Commerce and Industry, Government of India.
All the products are available to buy online on www.mothersrecipe.com