Download link (Kannada): https://www.youtube.com/watch?
Download link (Telugu): https://www.youtube.com/watch?
Bangalore, 1 May, 2017: MTR Foods, the pioneer of packaged foods in India has launched a new variant of one of its highest selling product - Sambar Powder. The variant called Spicy Sambar Powder promises to add a spicy kick and variety to meal occasions across the day especially in the core southern markets.
The heart of the campaign lies in the simple insight that home-makers make different variations of sambar depending on the meal occasion and the central dish of the meal. For the launch, MTR conceptualised a TVC that begins with a mix of funny reactions of a father and a son as they sit at the meal table while the woman of the house watches them amused. As the ad progresses the viewer realizes their reactions are owing to the spicy taste of the all new spicy sambar variant which they relish. The TV Commercial focuses on the Spicy kick of the new product and emphasizes on how this product is perfect for households that like a spicier variation of the sambar for certain meal occasions or as an accompaniment to the central dish.
On the launch, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. says, “MTR is one of India’s leading packaged masala player with prominent leadership in our core southern markets. We conducted extensive cuisine studies in these markets and realised that our Target Audience while still using our Sambar Powder, also make their own blend from pure spices for a spicier version of sambar. The new variant of Spicy Sambar is intended to plug this need-gap and drive further penetration in our core markets. The TVC launched to support this campaign is a simple, yet creative communication that seamlessly blends the spicy nature of our product with a daily meal occasion. ”
Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather, says, “The key ask from MTR was to create a simple communication that clearly highlights the features that are central to the product – the spicy and tasty nature of the Spicy sambar powder. We focused on that attribute by showcasing it in an everyday meal occasion that has been made memorable because of MTR’s Spicy Sambar Powder. We also injected a certain amount of humor in the TVC which would be guaranteed to make you smile every time you see the Ad.”
TVC details:
Agency: Ogilvy & Mather Private Limited
Production House: Coconut Films
Creative Director: Subodh Menon
Duration: 25 Sec
Languages: Kannada & Telugu
The MTR Spicy Sambar will be available in SKUs ranging from Rs 5 for 10 gms to Rs 80 for 200 gms.
In addition to the TVC, the launch of this new variant is supported by a strong 360 degree marketing plan including outdoor, digital programs and in-store activation.
About MTR Foods Pvt. Ltd.
With a 90 year old history of serving authentic Indian Food to Indians, MTR Foods stands tall as an Indian heritage brand. A popular household name today, MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format.
With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR Foods unifies India tastefully - making the homemaker the ‘hero’. Blending authentic Indian flavors in modern formats, MTR Foods keeps abreast with the evolving tastes of India. Culinary secrets that have been protected and handed down over the generations are evolved into truly authentic recipes from their region of origin and packaged in innovative and convenient formats.
The journey to being India's premier, processed food company has been marked by a constant focus on innovation and the adoption of new technology. However, every MTR Foods product always embodies the tradition of unmatched taste and quality. The MTR Foods of today is your friend in the kitchen and promises to help you serve the authentic taste of India to your family.
MTR Foods adheres to the most stringent quality standards, from sourcing ingredients to processing and packing. We are ISO 22000 and HACCP certified.
MTR Foods Pvt. Ltd. is a subsidiary of Norwegian conglomerate Orkla (www.orkla.com).
For more information please visit www.MTRfoods.com. Shop MTR Foods’ products on shop.MTRfoods.com
Visit www.dishcovery.in for recipes of authentic vegetarian cuisine from across India.