To commemorate World Idli Day, MTR Foods Pvt. Ltd. brings forth 50 Idli recipes curated by 22 food influencers and MTR’s Center of Excellence in the form of an MTR Wow Idli virtual cookbook. The brand has also initiated an on-ground activity to reach out to more consumers for the cookbook that involves various video recipes around the celebrated dish.
In partnership with Wavemaker India, the campaign began with a large-scale on-ground activation in collaboration with Indian delivery services company, Dunzo, to reach over 85,000 households with a special MTR Idli hamper and a QR code linking them to the MTR Wow Idli Cookbook.
Some of the popular food influencers featured in the MTR Wow Idli Cookbook are Kabitas Kitchen, food pages like Hebbars Kitchen, and Gobblegram who are seen using the MTR Idli mix to prepare recipes for consumers to try. The book also features include Cheesy Idli Pizza, Rava Idli Burger, Oats Idli White Pasta, Choco chip Idli, and Peri Peri Rava Idli fries.
Talking about the campaign, Sunay Bhasin, Chief Marketing Officer, MTR Foods, said, “Idli has always been a popular breakfast dish in India and over the years has gained a much bigger share of the plate. Consumers from all over the country enjoy this simple yet versatile dish not only for breakfast but across meal occasions.”
He further added, “High-quality, delicious range of products have always been MTR’s promise, and this World Idli Day we are showcasing the versatility of our range of Idli products with the help of this collaborative and unique virtual MTR WoW Idli Cookbook with more than 50 recipes. We are also glad to have partners like Dunzo be a part of our journey, enabling us to reach to over 85,000 consumers who can try MTR Idli products and recipes from the cookbook and WoW their families.”
Commenting on the campaign, Kishan Kumar Shyamalan, Chief Growth Officer, Wavemaker India, the agency partner of MTR said, “Idli is the most popular dish across India by far; it is my belief that if Idli were to stand for an election, it will win hands down! So when Idli celebrates its happy b’day, MTR Foods who is synonymous with authentic Indian cuisine decided to have some fun! The team at Wavemaker is extremely proud to co-create this fun campaign with MTR around World Idli Day by bringing media, content, and influencers together.”
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