Brands
Mother’s Recipe brings Korean flavours to Indian kitchens
MUMBAI: Kimchi cravings are officially getting a homely twist. Mother’s Recipe, long synonymous with comfort cooking in Indian kitchens, is tapping into the Korean food wave with a new digital-first recipe video series that makes global flavours feel surprisingly local.
Built for busy homes and curious cooks, the series leans into simplicity. The idea is clear: Korean-inspired dishes that look exciting, taste familiar and don’t demand obscure ingredients or hours at the stove. As Korean flavours increasingly shape what people order, binge-watch and scroll past online, the brand is offering an easy entry point for those keen to try it at home without the intimidation factor.
Anchored in the playful thought “MOM-FU: Maa ka pyaar in a Korean avatar”, the campaign features five recipes designed to be quick, approachable and repeatable. The line-up includes Korean Spicy Paneer, Korean Spicy Noodles, Korean Bibimbap, Korean Fried Rice and Korean Veg Dakgalbi, each adapted for Indian kitchens using everyday produce and Mother’s Recipe sauces.
The recipes show how familiar condiments can do the heavy lifting. Korean Spicy Paneer uses soya bean, garlic chilli and red chilli sauces, while the noodle and bibimbap variants rely on combinations of desi Szechwan sauce, green chilli sauce, chilli vinegar and soya bean sauce. The idea is not authenticity at any cost, but flavour that feels rewarding and achievable.
The move also reflects a broader shift in how young adults cook. There is a growing appetite for experimenting with global cuisines, but only if they slot neatly into packed schedules. Clear steps, short videos and confidence-building instructions are central to the series, making Korean-style cooking feel less like a weekend project and more like a midweek win.
The campaign will live primarily on digital platforms, with short-form videos and social-first storytelling supported by high-quality visuals and recipe content. The focus of outreach remains on easy cooking, at-home Korean cravings and how sauces can elevate everyday meals without complicating them.
By blending curiosity with convenience, Mother’s Recipe is keeping its feet firmly in tradition while letting its flavours travel. The message is simple: global food doesn’t have to be intimidating, especially when it’s made with a little maa-style comfort.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
