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MTR Foods drives a multi-channel campaign on “World Idli Day” for a deeper consumers connection

MTR Foods drives a multi-channel campaign on “World Idli Day” to build a deeper connection with consumers

- On this occasion, MTR Foods exclusively launched Masala Rava Idli, a delicious and exclusive masala twist to the original dish


Mumbai, 8th April, 2022 MTR Foods, a pioneer and innovator in the packaged foods space, celebrated World Idli Day through an extensive multi-channel campaign, reaching out to around 5 million people across India. To commemorate this delicious, versatile dish, the brand devised a campaign along with media agency – Wavemaker – that engaged idli lovers across the board.

The campaign started off in the last week of March that saw a large-scale sampling activity outside retail outlets in Mumbai and Delhi. Eager shoppers cued up to sample the Idlis made with authentic Idli Mix made by the MTR Team. An accompanying digital campaign - #ILoveIdli - went live across Instagram and Facebook and gave away 1 year’s supply of MTR Rava Idli Mix to lucky consumers. In addition, MTR Foods collaborated with a slew of Influencers from Celebrity Chef Pankaj Bhadouria to RJ Naved to celebrate this dish and elaborate on why they love Idlis. MTR Foods also launched a new product – Masala Rava Idli, a delicious and exclusive masala twist to the original dish in the lead up to the day.

On the World Idli day, MTR Foods advertised in a leading print daily and followed it up with sampling freshly prepared Idlis with MTR Minute Fresh through a food cart in Lal Bagh Bengaluru in partnership with Wavemaker. The campaign continued with a large-scale activation of more than 47,000 samples of MTR Idli Mixes being distributed in Bengaluru via Quick commerce. The day culminated with MTR Foods World Idli Day trending on Twitter.

Speaking on the World Idli Day campaign, Sunay Bhasin, CCO, MTR Foods Pvt. Ltd. said, “Idli’s have only increased in popularity in recent years, regardless of age, geography, or cuisine preference. We have been associated with this South Indian breakfast dish since our inception and have been continuously evolving our portfolio according to the needs of the consumer ever since. World Idli Day was the perfect occasion to not just showcase our love and passion for Idli but also establish a deeper connect with our consumers across age groups and geographies.”

Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “When a brand wants to own a day, the key is to involve the consumer and that is exactly what our campaign was aimed at. We celebrated the widespread love for idlis coming in from our audiences, mainline celebrities, food connoisseurs, and content creators on digital media. World IDli day was truly owned by MTR in every sense of the way.”

Idli is a ubiquitous south Indian breakfast fare that has gained popularity across the country owing to its versatility, health quotient and convenience. MTR Foods also recently entered the wet batter space by launching its range of ready batters called MTR Minute Fresh in Bangalore.


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