Mumbai : Each year on Mother’s Day, the world celebrates the incredibly special bond mothers share with their families. Reams have been written, and a lot has been said thanking mothers for being the pillars of their children’s lives. However, one finds that mothers are often celebrated for being ‘perfect’ over anything else; they are portrayed as effortless jugglers between home and work, the ones quickest to make sacrifices, and the ones who are blessed with infinite patience and tirelessness! While this is definitely true for the most part, it also means that mothers face an incredible amount of pressure to be ‘perfect’ all the time. Tata Sampann, with #ChangeTheRecipe, celebrates mothers and urges them to unapologetically embrace their imperfections.
The digital-led #ChangeTheRecipe campaign comprises a quirky video about a mother’s adventures in the kitchen and the magic she creates through happy culinary ‘mishaps’. It encourages moms everywhere to give themselves a break – to stop succumbing to the pressures of being perfect all the time, and just be themselves, instead. The film is about a new-age mother’s presence of mind in her kitchen, her culinary skills and her efficiency, peppered with the magic of Tata Sampann’s range of products.
Conceptualized by Leo Burnett India, the film is a depiction of the daily lives of modern moms and the pressures they face by society. After a full day’s work, a working mother is more often than not expected to come home and prepare the ‘perfect’ meal for her children and husband. She is even expected to whip up a fresh, interesting recipe every day. Look closely, however, and one will find a new tribe of mothers that is experimenting with their own tried-and-tested dishes. Tata Sampann helps these modern mothers experiment with new tastes, motivating them to have fun in the kitchen, to improvise, surprise and have fun with age-old recipes.
Throwing light on their newest campaign, Mr. Sagar Boke, Head, Marketing – Consumer Products Business, Tata Chemicals Ltd said, “The Indian society has always had preconceived notions about the ‘perfect’ mother. To shatter these pre-existing notions, we launched our digital campaign, #ChangeTheRecipe, built around our insight that the definition of the ‘perfect mom’ has now evolved and come a long way. The reason for running the #ChangeTheRecipe campaign only in the digital sphere was to maximize reach and more importantly change perceptions within the current generation, predominantly present on social media.”
Speaking about the core idea and execution, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia said, “With this new digital campaign, we wanted to tell all mothers that it was absolutely alright to be imperfect. Tata Sampann has definitely ‘changed the recipe’ for moms, underlining how imperfection is the new perfection. Women have a newfound fondness for experiments in the kitchen, and even embrace their happy culinary accidents. Very few brands in this category have been bold enough to execute a quirky idea like this one, and it is telling of how forward-thinking Tata Sampann is as a brand.”
#ChangeTheRecipe is Tata Sampann’s way of recognising the pressures mothers face daily, whether they are working or stay-at-home moms. Through the campaign, the brand enables mothers to continue experimenting in the kitchen and improvising, without looking back at the stereotypes of what makes for the ‘perfect mother’!
CREATIVE AGENCY CREDITS
Creative Agency: Leo Burnett India
Chief Executive Officer, Publicis Communications & Leo Burnett, South Asia: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Executive Director & Branch Head, Leo Burnett Mumbai: Rakesh Hinduja
Head of Planning & Strategy, Leo Burnett Mumbai: Ajeeta Bharadwaj
Business Heads: Divya Bhatia, Sanju Menon
Regional Creative Director: Rachana Dixit
Executive Creative Director: Sachin Kamble
Planning: Sohini Das
Creative Team: Pradeep Kumar, Nicole Ferraz, Rachana Surve
Account Management: Deepika Das, Rubi Solanki, Archana Pillai
Production House: Prodigious
Director: Kevin Lobo
Executive Producer: Vandana Watsa
Producer: Akshay Multani
Associate Producer: Andalib Patel
Music: Aman Pant