Following a multi-agency pitch process, homegrown food brand- Mother’s Recipe has entrusted 82.5 Communications with its creative mandate.
The account will be serviced by the agency’s Mumbai office.
Present in the country and other markets since 2001, Mother’s Recipe is owned by Desai Foods which also exports brands like Recipe, Rozaana, Elmac, etc. to over 50 countries. That being said, the homegrown brand is believed to be driven by the essence of a mother’s love and creating products like pickles, ready-to-cook spice mixes, instant mixes, chutneys, papads, cooking pastes, and sharbat which celebrate Indian flavours.
Commenting on the development, Sanjana Desai, Executive Director, Desai Foods, said, “We are thrilled to partner with 82.5 Communications. Their deep understanding of Indian consumers, coupled with their innovative approach and strategic insights, makes them the perfect fit for our brand that is deep rooted in Indian traditions. Their expertise in creating compelling and memorable campaigns aligns perfectly with our vision. We are confident that their strength in storytelling and creativity will help us elevate our brand and connect more deeply with our audience.”
Sharing his views on the mandate win, Anuraag Khandelwal, Chief Creative Office, 82.5 Communications India, stated, “I personally have loved Mother’s Recipe products, and we are thrilled to embark on this flavourful journey with them. It’s an exciting opportunity to spread the goodness and authenticity of Mother’s Recipe at an age where the youth has adapted to a fast food culture.”
Echoing similar sentiments, Krishnendu Paul, Head of Office- 82.5 Mumbai, added, “Being associated with Mother’s Recipe is a privilege we deeply cherish. This victory results from meticulous planning, creativity, and a shared vision. Mother’s Recipe holds a special place in the hearts of consumers, and our objective is to make it a staple in their homes. Emphasising the timeless appeal of tradition, we aim to integrate Mother’s Recipe into Indian households seamlessly.”
