New Delhi: Pune-based Rasoi Magic Food (India) Pvt Ltd, manufacturer of ready to cook spice mixes, will spend around 40 per cent of its sales revenue on advertising in the print and electronic media in 2012-13.

The high spending on advertising follows Rasoi Magic Food's acquisition by MTR Foods, an 85-year-old Bangalore-based maker of instant food.

MTR Foods Pvt Ltd Vice-President (Marketing) Vikram Sabharwal told indiantelevision.com that television commercials had already been launched on the general entertainment channels and would soon be on other channels as well.

In addition, Rasoi Magic Food will also carry out an advertisement campaign in print media and use social media for promoting its products.

Rasoi Magic Food's spend on advertising was just 3 per cent of sales in 2009, which increased to 8 per cent of sales in 2010-11 and 16 per cent of sales in 2011-12.

Sabharwal said MTR Foods is aiming to spread its wings in the rest of the country. Rasoi Magic provides MT Foods a strong presence in western India.

MTR's annual advertising spend would be about 15 per cent.

In response to a question, he said the company did not believe in celebrity brand ambassadors.