INDIAN NEWS & TIMES

Saturday, May 27, 2017

MTR Foods Private Limited, the leader inC_mupQ5XkAEU5Sh Indian Breakfast, has launched a new range of Indian breakfasts called the 3 Minute Breakfast which is supported with a 360 degree media campaign including three TVCs and a digital film. This first-of-its-kind breakfast range consists of popular Indian breakfasts from across the country like Poha, Upma, Oats and Halwa and cooks in just 3 minutes by simply adding hot water.

Backed by the insight that breakfast is the most rushed meal occasion and also the most skipped meal, this unique range of products will be available for various consumption occasions, at-home or on-the-go.

The 3 TVC campaign that went on air on 27th April, portrays hurried situations on weekday mornings which then lead to consumers missing breakfast because of the lack of time. One of the TVCs showcases a woman hailing a cab for going for work in the morning and then getting stuck in a traffic jam because of a lady not being to manoeuvre her car properly, resulting in her eating breakfast with taxi driver and the lady on the road. Similar situations like an early morning meeting at office and a couple getting late for work in the morning because the husband cannot find his perfect hairstyle have been portrayed in the next two TVCs.

Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. said, “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in just 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”

Mahesh Gharat, Ogilvy & Mather added, “The brief from MTR Foods was to communicate the key proposition of the 3-Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast as well as drive home the key message that consumers need not compromise on breakfast anymore. As we had to talk to the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”