MxMIndia

Tag: Salil Murthy

  • The agency bagged the account serviced by BBDO India in a multi-agency pitch

    Leo Burnett wins General Mills

    Leo Burnett has bagged the integrated communications mandate for the entire product portfolio of General Mills in a multi-agency pitch. Most top agencies participated in the process, notes a communique. BBDO India serviced the account until this development.

     

    It may be rememebered that Leo Burnett was instrumental in launching the Pillsbury brand in India. According to sources, with Pillsbury facing the heat in the market, there is need for a new creative thrust and hence the need to look at change of agency.

     

    On the decision to choose Leo Burnett as the creative partner, Salil Murthy, Marketing Director, General Mills India, has said officially: “Getting the right creative partners on board is an important first step in realising our growth potential in India. There is incredible opportunity for us as Indian consumers are increasingly opting for better quality food products that make their lives healthier, easier and richer. Our products across Pillsbury Atta, Cake Mixes, Chocolate Spreads and RTC food mixes deliver exceptionally well on providing great taste and convenience in cooking with our unique quick and easy to prepare food solutions. Looking ahead, we will expand our product portfolio and back that with strategic communication to truly win with consumers. Leo Burnett is best placed with capabilities across the communication spectrum to deliver that and we hope to see some exciting integrated work.”

     

    Said Saurabh Varma, CEO – South Asia, Leo Burnett, “In the era of changing consumer trends and lifestyles, we have a clear mandate to redefine the purpose for General Mills and boost consumer preference and loyalty for all their brands, namely – Pillsbury, Nature Valley, Betty Crocker and more.”

     

     

  • MenInKitchen is a progressive thought and can be seen as a new tradition

    Parampara unveils new campaign #MenInKitchen

    By A Correspondent

     

    General Mills’ Parampara, a brand which was operating in the ready-to-cook category has launched a range of Masala mix(es) which includes the first-of-its-kind Omelette Masala with a ‘Masala Masti’ twist. This new product has been introduced along with an exciting campaign #MenInKitchen, which highlights how the Parampara Expert Masala Mix makes it so easy to prepare a complicated dish that even men can take over the kitchen and make it perfect every time.

     

    MenInKitchen is a progressive thought and can be seen as a new tradition. Gender roles in India are changing. Women entrepreneurs and workforce have registered good growths and there is an increase in dual income homes. This also means that the load of household chores and cooking is equally shared. Cooking is no longer seen as a woman’s responsibility – almost 40 per cent of young brides on matrimonial sites expect their husbands to know to cook and help with household chores.

     

    Speaking about this initiative, Salil Murthy, Marketing Director, General Mills India said, “Parampara is a brand that promises authentic, delicious taste for the modern Indian family. We started by putting the consumer first and learnt that while she loves dishes like Paneer Butter Masala and Butter Chicken, she was never sure of exactly how it would turn out because there’s just so much ‘andaaz’ involved in cooking the perfect dish. Parampara takes this uncertainty out of the equation. It has the exact blend of masalas pre mixed that guarantees her the perfect taste for the dish that she’s making. The advertising takes it a step further – these dishes are now so simple to make that we are inviting the men of the house to try and make it – #MeninKitchen. And that’s the brand philosophy of progressive, modern thought – why should the woman be charged with cooking all the time? There are literally no excuses for the man now to not share a hand in the kitchen!”

     

    Josy Paul

    Elaborating on the nuances of the campaign, Josy Paul, Chief Creative Officer, BBDO said, “#MenInKitchen challenges the existing stereotype of only women doing all the cooking at home. The idea was born from the brand’s unique offering – expert masala mixes where you don’t need to add any extra masalas. So, now even men can cook. That’s so liberating!! ‘Men in Kitchen’ questions traditional thinking and kickstarts a new ‘Parampara’ – a new world order. It’s encouraging to see the brand taking sides – and going all out and aligning itself with a more progressive social agenda. It is about leading consumers to a higher plane.”