India, Sep 17: Social Panga has conceptualised a new campaign for MTR’s Podi range, with films created in Telugu and Kannada for Andhra Pradesh and North Karnataka.
The campaign brings alive MTR’s regional Podi and Pudi range through a playful story of a young woman seeking the approval of generations of women who have ruled the family kitchen before her. The Telugu and Kannada films retain a common creative idea while drawing from the food, language and cultural nuances of each market.
Speaking about the campaign, Anupam Nair, Chief Marketing & Growth Officer, MTR Foods, said,
“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.”
Gaurav Arora, Co-Founder, Social Panga, said,
“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.”
Adding to this, Namrata Patnaik, Senior Creative Director, Social Panga, said,
“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.”
The Telugu campaign features Idli Karam Podi, Kandi Podi and Karivepaku Podi, while the North Karnataka execution features regional variants including Shenga Pudi, Gurellu Chutney and Agasi Chutney.
The campaign is being rolled out across television and digital platforms.