Mother's Recipe Pickles

Objective: To associate Mother’s Recipe Pickles when it comes to pickles, with the same nature of trust as one would associate with a Mother’s word.

Target Audience: Youth (Age: 18-25 years), SEC A, A+, B+, who stay away from home either as students or due to work and often miss home-cooked food, especially food cooked by their mothers.

Single-minded Proposition: ‘Whenever you have Mother’s Recipe pickle, you remember your Mother’s or home-made pickle. ’

Why are we communicating?
Motherhood is a universal emotion that we all share, understand and feel about in the same way. It is considered pure, sacred and trusted by one and all. Such is the strength of a Mother’s word. This is the emotion which Mother’s Recipe Pickles wants to be associated with in the minds of its target segment. The communication wants to emphasize on the thought that though Mother’s Recipe Pickle may never be able to match the pickle made by their own mothers, but it still is prepared in the same traditional manner as used by their mothers with love and care as the main ingredients, in order to create the same magic, the same taste and the home-like feel to the pickle. The campaign features 4 print ads with each ad relating a unique and a different motherly emotion to the brand.