Desai Foods, the owner of the Mother’s Recipe – a leading brand of pickles, condiment pastes, chutneys and papads – has handed its creative mandate to Bang In The Middle (BITM).
The agency’s mandate spans mainline advertising, BTL and retail. The agency will partner Mother’s Recipe in expanding the share and footprint of the brand in India and across the globe, informed an official statement.
Sanjana Desai, Executive Director – Desai Foods, said, “We are on an ambitious journey in India and the globe. Mother’s Recipe is a strong brand and we are looking at building it aggressively. Our pickles range is unique and with more and more offerings being added to our portfolio across categories, consumers are discovering authentic regional and global flavours. We are looking at rapid market expansion. Bang in the Middle has been tasked with building our offerings in the most persuasive way.”
Rajive Mathur, Chief Operating Officer, BITM, said, “It’s more than a pleasure to be working with Mother’s Recipe. As India’s leading brand name in their category, and with their already prominent foray into pickles, pastes, chutneys and papads; we are more than thrilled to be with them on their culinary journey into the kitchens and dining tables of India. With the coming months bringing in festivity to India, we’d surely want to be part of the celebrations.”
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