MxMIndia

Tag: MTR Foods

  • Focuses on the brand's proposition 'Ready in Minutes'

    MTR Foods launches new TVC

    By Our Staff

     

    MTR Foods, the maker of Indian packaged food products, has launched a digital film showcasing its MTR Minute Range of products.

     

    Sharing her thoughts on this campaign, Prerna Tiku, General Manager – Marketing, MTR Foods said: “The millennials and Gen Z’s are the ‘now’ generation that is constantly on the lookout for hyper-convenience in everything they do. We recognized this need early on and pioneered many concepts to cater to these needs in the foods space and conceived of the MTR Minute Range. Through this film, we aim to raise awareness about the entire range, a perfectly crafted portfolio of products that offer the much-loved Indian taste in a hyper-convenient format across dayparts.”

     

  • Sampling and sales campaign aimed to connect, interact with school children and make them experience the various exciting flavors of Laban jellies

    Brand Street executes experiential for Laban

    By A Correspondent

     

    Brand Street Integrated has executed an experiential campaign for ‘Laban Stretchy Man’, the new human-shaped, fruit-flavoured chews from Norwegian brand Orkla. The product has been localised by MTR Foods in India.

     

    Speaking about the campaign, Mayur Gurukkul, Business Head (South), Brand Street Integrated said: “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”

     

    Commenting on their campaign, Vipul Goel, Head- Trade Marketing MTR Foods (Laban), added: “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”

     

     

  • The TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination

    Dentsu India creates Laban’s first campaign for India

    By A Correspondent​

     

    Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla, has been launched and localised by MTR Foods in India. The brand joined hands with Dentsu India to launch its first TV film for the product, bringing alive the key properties of Laban.

     

    Said Samrat Chengapa, Senior Vice President, Dentsu India: “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them. Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped.  With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.

     

    Added Sunay Bhasin, CMO, MTR: “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”

     

     

  • MTR Foods is a subsidiary of Norwegian company – Orkla ASA

    Dentsu India wins creative mandate for MTR-Orkla products

     

    Following a multi-agency pitch, MTR Foods has appointed Dentsu India as the agency on record to lead the communication mandate on MTR’s brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban’.

     

    Commenting on the win, Samrat Chengapa, Senior VP, Dentsu India, said: “We are absolutely delighted at winning this business from MTR and Orkla. With this win, we certainly look forward to co-creating work that truly makes an impact in the marketplace.”

     

    Added Simi Sabhaney, CEO, Dentsu India: “With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship.”

     

    Said Prerna Tiku, General Manager Marketing, MTR Foods: “We are very excited to start this partnership and look forward to working together to build emerging categories for MTR and Orkla.” Added Sunay Bhasin, Chief Marketing Officer, MTR Foods: “We couldn’t have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories. I look forward to a close and impactful partnership.”

  • The 'Sweet Stretchy Men' from the Norwegian Orkla Group are brought to life by Elephant

    Laban enters India with Elephant’s designs

    By A Correspondent

     

    Orkla Group, the leading Norwegian company (and the parent company of MTR Foods) enters India with Laban, human-shaped, non-sticky, 100% vegetarian, fruit flavoured chews. Laban is billed as Norway’s number 1 confectionery brand

     

    Continuing the creative partnership across packaging design of the entire portfolio including recent entry in breakfast and ready-to-eat meals, MTR-Orkla entrusted Pune-based Elephant with bringing the sweet stretchy men to life. “Just as the taste has been localised for India with 100% vegetarian ingredients, the look & feel has also been specially designed to appeal Indian shoppers by notching up the fun and taste quotient,” noted an Elephant spokesperson.

     

  • Spicy Sambar Powder promises to add a spicy kick and variety to meal occasions across the day

    MTR Foods unveils new film for their Sambar variant

    By A Correspondent

     

    MTR Foods has launched a new variant of one of its highest selling products – Sambar powder. The variant called Spicy Sambar Powder promises to add a spicy kick and variety to meal

     

    On the launch, Sunay Bhasin, CMO, MTR Foods said: “MTR is one of India’s leading packaged masala players with prominent leadership in 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. ”

     

    Added Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather: “The key ask from MTR was to create a simple communication that clearly highlights the one feature that is central to the product – the spicy 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.”

     

  • 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.”

     

  • The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships

    MTR Foods unveils new ad campaign

    By A Correspondent

     

    MTR Foods has unveiled a new ad campaign for its masala category. The new campaign demonstrates how authentic homemade dishes made with MTR’s masalas help a woman bring the family together.

     

    The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships.

     

    Commenting on the new campaign, Vikran Sabherwal, Vice President – Marketing, MTR Foods said, “We at MTR Foods have years of proven culinary expertise behind us and have always focused on preserving the authenticity of ingredients, processes and age-old recipes. Our masalas are made with the perfect 4 step process of selecting best ingredients which are then blended, roasted and pounded to perfection. Keeping this in mind, we have launched this new campaign to showcase how MTR’s range of Spices and Masalas can help a modern homemaker make everyday food special and bring the family together. We are confident that our target audience will love this new campaign.”

     

    Explaining the insight behind the campaign, Tithi Ghosh, Client Services Director, Ogilvy & Mather – Bangalore stated, “Our research has shown that tasty food helps in elevating the mood of every family over meal time. The campaign highlights the concept of creating fond family memories over irresistible authentic Indian food made with MTR Masalas. In the commercial we see how the mother is instrumental in quickly changing the mood of her household and strengthening the bond between the father and son by bringing together a delectable spread of Indian food made from MTR’s masalas.”

     

    The campaign has been released in four Indian languages spread over six weeks across TV channels and digital mediums. To reach out to larger consumer base, MTR is also advertising in mediums like cinema, mobile, print etc.

     

  • The campaign, which went live across broadcast and digital media emphasizes how MTR is an indispensible companion for the homemaker in the kitchen

    O&M Blr unveils new ad campaign for MTR Foods

    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.