BANGALORE: MTR Foods (MTR) has launched its new advertising campaign for vegetarian South India breakfast mixes like dosas, vadas and rava idlis. A 30 second TVC created by Ogilvy India will air during breakfast time and primetime across GECs.

The television campaign is being supported by brand visibility at retail point of sales. MTR has allocated Rs 250 million for this six week long campaign, say industry sources.
 
Elaborating on the insight behind the campaign, MTR vice president marketing Vikran Sabherwal says, "Our research points out that while today’s housewife juggles many responsibilities, she still wants to delight her family with great food options, and that’s the insight which we have worked on. Keeping in mind that breakfast is a critical meal, we are showcasing a strong presence established with MTR’s wide range of authentic and wholesome breakfast options."
 
Some time ago, ‘MTR- Your friend in the kitchen’, introduced a new change of face for the brand in India, with all of its packaging redesigned.
 
The new TVC has been produced by Little Lamb Films and directed by Buddhayan. The creative team is headed by creative director Shamik Sengupta and includes Vipul Thakkar with Shamik Sengupta as the copywriter. Maxus handles the media buying duties for MTR.