MAM

×

Mother's Recipe encourages to give mother's love to orphans

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/14/mother_love.jpg?itok=Y_fOtGnx

MUMBAI: Mother's Day offers all of us an opportunity to reflect on the many children who have never experienced the beautiful feeling called mother’s love and it is probably the most precious gift any child can ask for. However, that's exactly what 20 million children in India are deprived of.

This Mother’s Day, one of the leading FMCG brands Mother’s Recipe came up with this initiative, urging all the people, especially mothers to share the #TasteofMothersLove in a most unique manner.

The campaign is conceptualised and executed by Mother’s Recipe and Triton Communication with an aim to introduce people to the idea of sharing the most precious emotion of mother’s love with these special kids.

The campaign video captures the mother-child relationship and showcases how essential emotional intimacy is in a child's life, especially for the ones living in orphanages.

With an objective to connect with a larger set of audience, the campaign is being extensively promoted on various social media platforms using a unique hashtag #TasteofMothersLove. For each comment, shares, tweets / retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the welfare of these kids in orphanages. Additionally, this year the brand will also be donating a certain percentage of proceeds of online sales till 31 May, fuelling further financial support. The amount garnered by this campaign will be utilised to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.

Desai Brothers chief strategy officer Sanjana Desai says, “Having spread the magical and authentic taste of different recipes from mothers across India for close to two decade, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time, to the children who need it the most. With this online campaign we are anticipating a greater response and participation from people across all generations. For us it will always be about the number of lives we touch rather than the number of likes we receive. We urge more and more people to come forward to extend their whole-hearted support towards this noble initiative.”

In the last three years, Mother’s Recipe’s Mother’s Day campaign has received phenomenal response from the audience, both on-ground and in the digital space. The campaign received 1500+ participation, 9,38,000+ video views, 7000+ engagement online and 75 million TV viewership on various platforms.

Desai Brothers Ltd, which diversified into Food business in 2002 under the brand name 'Mother's Recipe', has witnessed exponential growth, CAGR of over 25 per cent and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, being one of the largest providers of traditional and authentic Indian taste exported to more than 40 countries in the world. The current product portfolio in India consists of pickles, condiments pastes, blended spices, ethnic chutneys, papad, ready to cook spice mixes and instant mixes.

The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from pop stores, modern trade outlets, multi-functional outlets and e-commerce.

The company is currently looking to expand its hotel restaurants and cafes (HORECA) / food service vertical.  With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30 per cent in the current financial year.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Krushna.jpg?itok=kb-aeCSP
DIGISOL Appoints Krushna Garkhede as Head of Marketing

Mumbai: In a bid to strengthen its core team, DIGISOL Systems Ltd., a leading provider of IT Networking products, appoints Mr. Krushna Garkhede as Head of Marketing. In his role, Krushna will drive the company's marketing efforts to support overall strategic objectives for DIGISOL 2.0 and impel...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Emami_Oil-Katrina_Kaif.jpg?itok=KXTXpXnj
Emami ropes in Superstar Katrina Kaif as the new face

Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Nawazuddin_Siddiqui.jpg?itok=NG_wv0Xz
Pokerstars India Launches Digital Campaign #Madeforpoker with Nawazuddin Siddiqui

PokerStars India, part of the world's largest online poker platform, has launched a new digital marketing campaign featuring Bollywood star and PokerStars India Brand Ambassador Nawazuddin Siddiqui.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/myteam11.jpg?itok=hs4_BpQU
MyTeam11 aims for BCCI title rights after successful run as title partners with West Indies Cricket

One of India’s leading fantasy sports websites MyTeam11, today announced that they had picked up the bid documents and were aiming for the four-year BCCI Title Sponsorship Rights, as per the tender released by BCCI on July 29, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/vad.jpg?itok=-5u22WoF
Fevicol A+ partners with NAB & school students to create more than 2 lakh Rakhis for Army Jawans

Fevicol A+ - an innovative crafting glue from Pidilite – celebrated the auspicious festival of Rakshabandhan with its nation-wide endeavor: A Bond Of love. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh exquisite rakhis...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/telewise.jpg?itok=ub5hJ76V
Tamil Nadu's retail brands weigh in on television as a marketing medium

Tamil GECs should include subtitles in their shows to increase stickiness and drive more brands to advertise on them, was the conclusion of the very insightful ‘Retail Therapy’ session at the recently concluded Tele-Wise Tamil conclave by Indiantelevision.com.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/htj525pp.jpg?itok=OW7SdbeW
Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/independence73.jpg?itok=ih5soQKa
How new India is celebrating its 73rd Independence Day

For millennial today, Independence Day brings back a lot of memories of the energetic dance, song and other performances organised in schools. The patriotic songs, story recitation on freedom fighters and other unique activities that children would present filled the whole premises of the institute...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/liberty.jpg?itok=TOVxh1-m
Independence Day Special: ‘In The Name of Liberty’ campaign asks simple yet pressing questions

MUMBAI: Every Independence Day, a number of brands come out with campaigns that are targeted at celebrating the freedom that we have or to salute those who helped us attain this freedom. And every year, a campaign or two stands out with a slight shift in the narrative that makes people think and...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories