Campaign India Team
Jul 31, 2015

MTR looks to own the Sunday family breakfast

Watch the ad film conceptualised by Ogilvy and Mather here

MTR Foods has rolled out a TVC for its breakfast mixes category. The ad film, to prompt weekend family consumption, has been conceptualised by Ogilvy and Mather and went on air on 27 July. 
 
The film begins with a young girl walking sleepily to the kitchen right into her mother’s arms. The mother asks if this Sunday too demands a ‘special breakfast’, which brightens up the child. She sets up some music and is joined by her two kids and husband. They pick from MTR breakfast mixes and get busy preparing the food. When they plate it all up, an elder gets back home from a morning walk or jog. The message is driven in the jingle, ‘Sunday ho toh aisa’ (Sundays should be like this).
 
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 16 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. MTR’s endeavour has been to reach and connect with the modern Indian consumer. This new communication embodies this thought by showing a contemporary close-knit family getting together to make a relaxed weekend breakfast, guided by the mother, using MTR breakfast mixes. We are confident that this new campaign will resonate well with our consumers and help in triggering trials and increasing category penetration.” 
 
Shamik Sen Gupta, group creative director, Ogilvy & Mather, Bengaluru, stated, “The campaign was aimed at establishing the ‘weekend’ as a consumption occasion for MTR breakfast mixes. The creative concept took the six-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 synchronised movement. This helped us position the weekend breakfast as fun-filled family event rather than just showing the homemaker in the kitchen. “
 
The film has been released in three Indian languages. It will have a six-week run on TV. 
 
Credits
 
Client: MTR Foods 
Brand: MTR Breakfast Mixes
Creative agency: Ogilvy & Mather Advertising, Bengaluru
Group creative director: Shamik Sen Gupta
Creative director: Sangeetha Sampath
Creative team: Krithikha Radhakrishnan, Swati Naik
Head of advertising and SVP: Tithi Ghosh
Vice president: Deepanker Mukherji
Account management: Sandra Patrao,M Vijayalakshmi
Account planning: Susan Mathen, Shreyaa Ranjan
Agency producer: Rajib Baruah
Director (film): Nitish Sharma (Hectic Content)
Source:
Campaign India

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