Ad Campaigns
Mother’s Recipe encourages to give mother’s love to orphans
MUMBAI: Mother’s Day offers all of us an opportunity to reflect on the many children who have never experienced the beautiful feeling called mother’s love and it is probably the most precious gift any child can ask for. However, that’s exactly what 20 million children in India are deprived of.
This Mother’s Day, one of the leading FMCG brands Mother’s Recipe came up with this initiative, urging all the people, especially mothers to share the #TasteofMothersLove in a most unique manner.
The campaign is conceptualised and executed by Mother’s Recipe and Triton Communication with an aim to introduce people to the idea of sharing the most precious emotion of mother’s love with these special kids.
The campaign video captures the mother-child relationship and showcases how essential emotional intimacy is in a child’s life, especially for the ones living in orphanages.
With an objective to connect with a larger set of audience, the campaign is being extensively promoted on various social media platforms using a unique hashtag #TasteofMothersLove. For each comment, shares, tweets / retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the welfare of these kids in orphanages. Additionally, this year the brand will also be donating a certain percentage of proceeds of online sales till 31 May, fuelling further financial support. The amount garnered by this campaign will be utilised to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.
Desai Brothers chief strategy officer Sanjana Desai says, “Having spread the magical and authentic taste of different recipes from mothers across India for close to two decade, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time, to the children who need it the most. With this online campaign we are anticipating a greater response and participation from people across all generations. For us it will always be about the number of lives we touch rather than the number of likes we receive. We urge more and more people to come forward to extend their whole-hearted support towards this noble initiative.”
In the last three years, Mother’s Recipe’s Mother’s Day campaign has received phenomenal response from the audience, both on-ground and in the digital space. The campaign received 1500+ participation, 9,38,000+ video views, 7000+ engagement online and 75 million TV viewership on various platforms.
Desai Brothers Ltd, which diversified into Food business in 2002 under the brand name ‘Mother’s Recipe’, has witnessed exponential growth, CAGR of over 25 per cent and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, being one of the largest providers of traditional and authentic Indian taste exported to more than 40 countries in the world. The current product portfolio in India consists of pickles, condiments pastes, blended spices, ethnic chutneys, papad, ready to cook spice mixes and instant mixes.
The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from pop stores, modern trade outlets, multi-functional outlets and e-commerce.
The company is currently looking to expand its hotel restaurants and cafes (HORECA) / food service vertical. With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30 per cent in the current financial year.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
