Taste the Love campaign stays relevant to the millennials: Sanjana Desai, Mother’s Recipe
The ad campaign by Mother’s Recipe produced two ad films drawing insight from the evolving consumer's tastes and leveraged on their change in behaviour and trends
Mother’s Recipe, the food and beverage company that produces the best mouth-watering pickles came out with two new ad films that redefine the message of love and imbibes social change in Indian society. The ad campaign titled, ‘Taste the Love’ by Mother’s Recipe has been produced by Off Center Films and directed by Manav Malhotra.
The first ad film of the campaign captures the journey of a young girl moving to a big city. Her first taste of food in the new city is completed with a familiar jar of Mother’s Recipe pickle that instantly reminds her of home when she devours it during dinner. The second ad film brings the focus on gender equality and the change of gender roles. It showcases how Mother’s Recipe offers convenient, simple food solutions that enable men to take on roles that were just thrown into a woman’s list of chores. The video subtly celebrates the new age relationship dynamics which is more open-minded and practical.
The mastermind behind the ad campaign is Sanjana Desai, Chief Strategy Officer, Mother’s Recipe and her team. The insight and creative vision for the ad campaign were creatively designed after meticulously researching and understanding the changing consumer's trends and behaviour. Desai, commenting on the insight and creative vision stated, “With the new brand tagline, the idea was to communicate the essence of the brand and at the same time staying relevant for the current environment from the consumer perspective. It is imperative for any brand to keep pace with the evolving consumer taste and preferences in this fast-paced world.”
The campaign has struck the right chord with the target audience especially the millennials. “The Campaign video communicates how in today’s competitive environment consumers demand instant solutions. Hence, time and convenience along with great taste are essential. The brand intends to address these elements with the video. The consumers today want healthy, authentic and home-cooked food options. The campaign also showcases how the brand is staying relevant to the youth/millennials,” remarked Desai.
Advertising industry experts have also given a thumbs up to the ad campaign, ‘Taste the Love’ by Mother’s Recipe. Adrine D'mello, Creative Director at Monk Media Network, remarked, “Mother's Recipe seems to have got the messaging bang on with this ad. The secret ingredient to 'Maa ke haat ka khana' is Love and these films clearly depict the daily challenges in cooking and show you how it's easing the process with a pinch of love”.
“Mother's Recipe has always delivered eye-catching campaigns for the brand. In this campaign, the brand has focused to keep the essence of traditionality by showcasing pickle as a permanent sider for any dish you would love to relish. The ad reveals real-time problems of people who are away from their family and quickly gives a solution to it. It has creatively captured both emotions and humour by giving a direct message to the TG. ‘Love is the difficult made easy’, the perfect tagline for any unperfect couple, the brand has covered all aspects at one go, Be it, love, be it understanding, be it the buzzing life of a metro city etc. It has chosen the new way of messaging the TG by showcasing a bond of two people connecting with each other strongly and where love is the main ingredient used with practicality. Anything made by love is always accepted because food and love are inextricably tied. Again, a 10/10 for this one,” remarked Ankit Nalotia, Founder, CEO, Mo Mantra.
But making pickles relevant to a younger audience is the main challenge of the brand. Speaking about this challenge Ragu Bhatt, Founder & Copywriter, Scarecrow M&C Saatchi commented, “Since it is a preserved food, the temptation is to show it as a packaged, portable form of nostalgia. Hence, it's often shown as 'yearning' for home or mother's love. But I'd like to see a pickle brand become part of the daily meal instead of a travel kit. If Mother's Recipe wants to become the 'new-age teekha', it needs to show 'mother's love' in a new avatar. The ad film shows the current habit instead of provoking a behaviour change. The 'ready-to-eat' category has its own challenges. It's not seen as fresh, tasty or sometimes, healthy. Insights based on moments when you make choices based on 'taste rather than health' could be explored.”
Overall, did the ad campaign create a powerful impact on the audience or did the brand play it safe? “Both the advertisements of Mother's recipe are in the safe zone, not venturing or experimenting and therefore quite sedate. However, while the ideas are quite old, they have been rendered well and been kept contextually relevant. However, the execution is similar for both ads, though they are totally different categories, and in this, they will not have the impact they should. Knowing the changing consumer mindset and understanding their Buying Propensity, is essential before such ads are created, else they can be a lost opportunity and wasted budgets. Also, the pickles, ready-to-cook categories are not highly penetrated and household penetration would be in the low single-digits. In the ready-to-cook space, taste and authenticity are of prime importance. By showing convenience only, the first advertisement has not touched upon the most important factor that the consumer wants,” stated N. Chandramouli, CEO, TRA Research.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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