MxMIndia

Tag: MTR Foods Pvt. Ltd

  • The TVCs and digital film take a humorous look at how a delicious and hot Indian breakfast can be made in just 3 minutes

    MTR unveils new breakfast campaign

    By A Correspondent

     

    MTR Foods has launched a new range of Indian breakfasts called the 3-Minute Breakfast which is supported with a 360 degree media campaign including three TVCs and a digital film.

     

    Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. Said: “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in just 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”

     

    Added Mahesh Gharat, Ogilvy & Mather: “The brief from MTR Foods was to communicate the key proposition of the 3-Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast as well as drive home the key message that consumers need not compromise on breakfast anymore. As we had to talk to the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”

     

    In addition to TV, The Social Street was assigned the task of creating a film that resonated well with the urban millennial.

    Commenting on the digital Film, Sonia Lal, Managing Partner, The Social Street said: “Our brief was to communicate with the young Target Group in the digital space and create some humorous content while conveying the brand message. The film shows a team of experts like scientists, astrologers and other specialists (one of them being a cat!) trying to understand  why the youth is mean  – with the simple answer coming from a mom who says that the youth skip breakfast because they are short on time and how MTR 3 minute range solves for this.”

     

  • The rebranding reflects the company's commitment to its dynamic key consumers

    Elephant Design helps MTR Foods unveil new brand identity

    By A Correspondent

     

    MTR Foods Pvt. Ltd has announced the launch of its new brand identity with a new contemporary logo and youthful packaging, personifying the transition to an innovative and relevant brand. The rebranding – created by Elephant Design – reflects the company’s commitment to its dynamic key consumers.

     

    The rebranding has been the result of a growing realization that consumer behavior has changed dramatically in the last few years and in order to stay relevant and be the preferred choice of key consumers, the brand had to also change. Looking at the dynamic environment and consumer behavior, the brand introduced 44 innovations in their product line in the last three years and has planned on making MEGA Innovations a part of their ongoing strategies going forward.

     

    As a part of their growth strategy the company also announced the opening up of their new ecommerce site that will give consumers a clear access to the entire range of the company’s 140+ products.

     

    Emphasizing on the need for rebranding, Sanjay Sharma – CEO, MTR Foods, said “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian Food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.”

     

    He further explained the need for a new brand identity, “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives.”

     

    Atle Vidar, Executive Vice President and CEO, Orkla Foods added, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”