MxMIndia

Tag: MTR

  • 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.”

     

     

  • 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.”

     

  • MTR, which is known for its South Indian instant food mixes and spices, is entering the South Indian snacks category, one that is growing at a rate of more than 40 percent a year.

    MTR eyes Rs 500 crore by 2012

    By Tuhina Anand

    Haldirams, ITC, Frito Lays and numerous local players in the Rs 6000 crore snacks category now have competition from MTR, which is known for its South Indian instant food mixes and spices. With its rich heritage, the brand MTR has now forayed into the South Indian snacks category, which can be understood as the category is growing at a rate of more than 40 percent a year. Also MTR has been trying hard to revamp its image post its takeover by Norwegian company Orkla. The company, which was largely restricted to South India, has in the last few years gone national and has revamped its offering, packaging and has been highly visible on the mass media platform. So the move is not a surprise, considering that its arch family rival Maiyya’s too have forayed into the snacks category and at around the same time.

    If one looks at the traditional snacks market, it clocks at Rs 3600 crore, growing at 36 percent, thus clearly the biggest player in this category. South Indian snacks remains a market of small brands or unorganized, as no branded player has seriously ventured into this market. While snacking is a big habit in the South, the branded South Indian snacks is the most under-developed market at 6 per cent value share of the total national traditional branded market. Haldiram’s can be seen as the only national player offering traditional snacks but in their portfolio, North Indian snacks dominate with the South Indian traditional snack category having minimal or no presence.

    Mr Vikram Sabherwal, VP Marketing MTR Foods Pvt Ltd, explains, “While evaluating various future growth opportunities consumer research clearly pointed to a good fitment between South Indian snacks and MTR. Looking at the potential of the market there is an opportunity for MTR to play a role in the ‘South Indian traditional snack category’.”

    “Snacking is heavily entrenched in the Indian food habit and hence there is immense potential in this category. We expect that snacks will become integral to MTR’s product offering and help achieve our target of touching Rs 500 crore by 2012,” said Mr Sabherwal.

    The company will leverage MTR’s distribution strength and use it to effectively cover the snacks outlet universe. Initially the snacks range has been launched in Karnataka and at later date will be extended to other states.

    On these products having takers beyond South India, Mr Sabherwal said, “Food in India is going through many changes. We as Indians are becoming experimentative with our food, hence these product will find national acceptance. Secondly some of our products like chakli already have a national footprint.”

    The products launched under snacks category include Chakli, Butter Chakli, Spinach Chakli, Khara Boondi, Ompudi, Avalakki Mixture, Thick Sev and Cornflakes Mixture. MTR is offering its consumers the promise of crispy and crunchy snacks made with the latest technology in production and packaging. MTR is hoping that with their superior offering consumers will shift from the unbranded to the branded segment, hence expanding the market.

    Meanwhile, MTR has already started advertising the snacks category and has roped in Kannada film stars Upendra and Priyanka to advertise the range.

    Concluding, Mr Sabherwal said, “We at MTR will consistently drive our key categories like mixes, spices and masalas along with snacks. We are also constantly evaluating new products/categories to delight our consumers.”