MTR Foods, Social Panga to Bring Regional Podi Flavours to Life
MTR Foods has teamed up with the creative agency Social Panga to introduce a new campaign for its Podi range, producing films in Telugu and Kannada for audiences in Andhra Pradesh and North Karnataka.
The campaign enlivens MTR’s regional Podi and Pudi products using a culturally rich and whimsical storytelling method that emphasizes the significance of traditional tastes in daily meals.
Devised by Social Panga, the campaign centers on a young woman aiming to gain the acceptance of the women who have dominated the family kitchen throughout generations. Through this funny and relatable story, the films examine the link between cuisine, family customs, and the generations that have influenced local flavors over time.
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Although Telugu and Kannada films originate from a similar creative idea, each adaptation has been customized to highlight the unique culinary preferences, language, and cultural subtleties of its specific audience. The campaign seeks to engage audiences by relating to common household experiences while showcasing MTR’s Podi and Pudi range as an easy method to savor genuine regional flavors.
Speaking about the campaign, Anupam Nair, Chief Marketing & Growth Officer, MTR Foods, says, “Food traditions are often carried forward through generations, with every family having its own cherished traditions around taste and authenticity. In Andhra Pradesh and North Karnataka, podis and pudis are an integral part of everyday meals and a reflection of the region’s rich culinary heritage.
Through our range, we strive to recreate these familiar flavours in a way that consumers can trust and enjoy every day. This campaign is inspired by that cultural truth and brings it to life through a light-hearted story that many consumers will relate to. At its heart, it reflects our effort to understand regional preferences and offer authentic flavours that help consumers recreate the tastes they know and cherish.”
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The imaginative story relies significantly on the cultural significance of recipes and tastes inherited through generations in Indian families. The campaign emphasizes how traditional flavors still impact contemporary kitchens by uniting generations through a fun storytelling tool.
Gaurav Arora, Co-Founder, Social Panga, says, "With a category like podi, the benchmark for taste is almost always what has been made at home for generations. We wanted to use that cultural truth in a fun way".
"By putting MTR to the test of the women who set those standards in the first place, the campaign brings together heritage and today’s kitchen without losing the warmth and humour of the idea".
An essential creative component of the campaign involves framed images of women from past generations, symbolizing the traditions, memories, and recipes that continue to hold significance in family life. The images are incorporated into the story as a whimsical tool, fostering a creative exchange between the women who formed culinary customs and the subsequent generation upholding those customs.
The new MTR campaign aims to enhance the brand's bond with consumers in Andhra Pradesh and North Karnataka through its blend of local narratives, humor, and insights grounded in Indian family culinary traditions, while honoring the lasting significance of traditional flavors in modern kitchens.
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Namrata Patnaik, Senior Creative Director, Social Panga, says, “The idea was born from a familiar sight in Indian homes, the framed photographs of loved ones who have passed on, who remain a part of the household through the memories, rituals and recipes they leave behind. We brought those photographs to life as a playful creative device, imagining what would happen if the women who once ruled these kitchens could actually witness the next generation carrying their flavours forward. With MTR, that legacy gets a modern expression: preserving the unmistakable taste of tradition, without the need to preserve every old way of doing things.”