Mother’s Recipe has rolled out a campaign titled ‘life ko spicy banao’ (make life spicy) for its Desi Szechwan sub category.
Conceptualised by Triton Communications, the film aims to convey how consumers can bring spice not only to their food, but also to their lives. The film portrays a light-hearted narrative, wherein the wife demonstrates - the 'husband ko saas ke saamne nachane ki recipe' (a recipe for making the husband dance in front of his mother).
The film depicts a meal-time setting, where the wife is cooking a potato dish, and the husband is busy video chatting with his mother. The husband mopes to his mother about the dish cooked. The wife hears the conversation and decides to add Mother Recipe’s Desi Szechwan giving the dish a spicy twist. The husband tasting the dish gets completely lost in the taste of his food. In his gastronomic momentum, he blurts out that he has never had a potato dish like this, giving the mother on the video call a reason to start an argument with her son over the number of times she's cooked the same dish.
Sanjana Desai, executive director, Mother’s Recipe, said, “Our latest campaign ‘life ko spicy banao’ spotlights occasions where Recipe’s Desi Szechwan can turn otherwise mundane moments into much more memorable ones by bringing in a delicious twist. We love to experiment, push ourselves and reach out to the audience in a different way. Through our new TVC, we want to connect with the youth and resonate as a brand, which is different, genuine yet exciting.”
Client: Mother’s Recipe
Creative agency: Triton Communications
Director: Manav Malhotra
Producer: Alok Potnis
Cinematographer: Tuheen Mukherjee
Art director: Pooja Jain
Music director: Faizan