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Tag: Madhur Sugar

  • Hits the sweet spot with campaign – "Madhur Pal"

    BC Web Wise films for Madhur Sugar

    By Our Staff

    Madhur Pure and Hygienic Sugar has launched three new films to promote its brand. Launched with the tagline ‘Taaki Mithaas Khilti Rahe’, the campaign features TV actress Ansha Sayed who unveils a plethora of Madhur moments.

    Said Dr Satbir Sindhu, President Marketing and OD at Madhur Sugar: “Madhur Sugar has been a favourite with homemakers for decades. They understand the value of good health and happiness. The TVC embraces the joy of family time spent together, especially after the harrowing days post the Coronavirus pandemic. Health and hygiene has become the primary focus, especially for the elderly and children. We endeavour to bring to Indians the joy of eating pure and hygienic sweets, cooked at home, in the warmth of family time. Madhur Sugar brings you the purity of sweetness time and again”.

    Added Chaaya Baradhwaaj, Founder and MD, BC Web Wise: “This campaign captures everyday moments that become that much more joyful with the way these occasions play out. We’ve looked at experiences that not just the audience but all of us could easily connect to, with sugar being a core ingredient of not just the recipe but these joyful moments. The authenticity with which we have captured these relatable moments makes this a winning campaign for us as it resonates so well with what the brand stands for along with the space that these sugar-filled moments hold with the audience.”

     

     

  • The agency will work with Madhur Sugar to penetrate a category which is almost entirely unorganised

    Triton wins creative mandate for Madhur Sugar

    By A Correspondent

     

    Madhur Sugar has awarded its creative duties to Triton Communications.

     

    Virendra Saini

    Commenting on winning the business, Virendra Saini, Executive Director, Triton Communication said: “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”

     

    Added Falgun Bhatt, Head, Marketing at Shree Renuka Sugars: “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27 per cent growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”