Figaro passes traditional taste of trust from dadi & nani

The campaign has been created by Mirum

MUMBAI: Traditional Indian cooking is a legacy that gets passed down from one generation to another. The challenge for olive oil, even with its bucket full of benefits, is to be compatible with Indian recipes without compromising its original taste. In India, to make an ingredient a part of any recipe, it must satisfy the taste buds of the custodians of the family legacy. Gaining from this insight, Figaro meticulously organised a food tasting session where they invited grandmothers from all four corners of India to review traditional delicacies cooked with a twist.

Speaking on the initiative, general manager- India Susana Toribio says, “Aiming towards the next level of growth, Figaro looks to root for the transition towards natural living. Overcoming the clutter that olive oil is only for continental cuisine, this food tasting session truly breaks the myth by cooking."

Furthermore, marketing manager Satarupa Majumdar says, “One of the fundamental reasons for this 100-year journey has been the connection with the consumers. Figaro over the years has been the epitome of care, purity, trust and health. Through this food tasting session, we take the Indian food experts down memory lane with the uncompromising recipes by the new generation and Figaro.”

The campaign is spearheaded by Mumbai based digital agency Mirum, a WPP group company. Mirum India executive creative director Naila Patel says, “In India, food is not just an emotion, it also is also wisdom that gets passed on. Every Indian has a ‘Meri Dadi ke haat ke bane laddu’ story. Our grandmas being the better cooks is a reality every Indian knows and believes. Thus, when Figaro wanted to cook traditional Indian recipes, we wanted the stamp of approval from the highest order. What shaped the thought was the insight that the bond between grand moms & grandchildren is precious, and the chances of a different cooking medium finding acceptance is highest when it is recommended by the grandchild.”

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