Mumbai: Desai Foods Pvt. Ltd., the owner of Mother’s Recipe – India’s leading brand of pickles, condiment pastes, chutneys and papads, has handed its mainline creative mandate for its entire range of products to Bang In The Middle. The agency’s mandate spans across mainline advertising, BTL and retail. The agency will partner with Mother’s Recipe in expanding the share and footprint of the brand in India and across the globe. The agency has already started work on the brand.

Speaking about the appointment, Desai Foods executive director Sanjana Desai said, “We are on an ambitious journey in India and the globe. Mother’s Recipe is a strong brand and we are looking at building it aggressively. Our pickles range is unique and with more and more offerings being added to our portfolio across categories, consumers are discovering authentic regional and global flavours. We are looking at rapid market expansion. Bang in the Middle has been tasked with building our offerings in most persuasive way.”

Speaking about it, BITM chief operating officer Rajive Mathur said, “It’s more than a pleasure to be working with Mother’s Recipe. As India’s leading brand name in their category, and with their already prominent foray into Pickles, Pastes, Chutneys and Papads; we are more than thrilled to be with them on their culinary journey into the kitchens and dining tables of India. With the coming months bringing in festivity to India, we’d surely want to be part of the celebrations.”

Desai Foods owns Mother’s Recipe range of pickles, pastes, chutneys, sauces and papads. Bang in the Middle is an independent agency handling clients like Pearson, TATA AIA, AJIO, Orientbell, News18, Bath & Bodyworks, HCCB, Medanta amongst others.