O&M Blr unveils new ad campaign for MTR Foods

29 Jul,2015

By A Correspondent


MTR Foods has unveiled a new advertising campaign for its Breakfast Mixes range of products to bring alive the joy of weekend family breakfast in every Indian household. The campaign, which went live across broadcast and digital media 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 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.


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.”


Explaining the rationale behind the campaign, Shamik Sen Gupta, Group Creative Director, Ogilvy & Mather – Bangalore said: “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 a fun-filled family event rather than just showing the homemaker in the kitchen.”


The campaign has been released in three Indian languages spread over six weeks across TV channels and digital mediums.


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