Madhur Pure & Hygienic Sugar launches its new films to celebrate the pure joy of eating. Family is the root of all joy, sweetness, integrity, and bonding, and it can all come together beautifully over sharing even a simple cup of tea. The country’s most loved refined sugar is characterized by a touch of fun, an innocent banter and a deep abiding love. Launched with the tagline ‘Taaki Mithaas Khilti Rahe’, the brand, through the campaign, intends to identify, celebrate and share every sweet, relatable moment of their consumers’ day-to-day life.
With ‘packaged & sealed’ products taking precedence in 2021, Madhur Sugar has been a step ahead in ensuring the best hygiene, purity, and safety with regard to their products, deeply ingrained with values of the 5S guarantee – Safed, Shuddh, Samaan, a Sulphur-free process and Surakshit.
Every moment is a Madhur Sugar moment when your loved ones are around you, is the message the film carries forward. The campaign takes off with the launch of three films, each centered around cherishable micro-moments between a loving family. Starring Ansha Sayed who brings in her carefree, loving, and confident personality to carefully unveil a plethora of Madhur moments, that we’ll all definitely relate to.
The campaign all comes together with a callout that gets users to share their own Madhur moments. Following through with a vision to highlight our users’ very own stories as thumb-stoppers all year round. The campaign also has known personalities like Krystle D’Souza, Sanaya Irani, and husband Mohit Sehgal sharing their #MadhurPal with us. Panning across the digital ecosystem to also become a part of quick snackable content bites seamlessly integrated into our users’ OTT and online content viewing experience.
The strategy behind it being threefold – Drive awareness via the films, build consideration associating with relevant influencers and eventually give our users countless occasions to celebrate everyone’s sweet tooth in the family with Madhur Sugar.
Dr. Satbir Sindhu, President Marketing & OD at Madhur Sugar has expressed his satisfaction with the campaign, saying “Madhur Sugar has been a favorite with homemakers for decades. They understand the value of good health and happiness. The TVC embraces the joy of family time spent together, especially after the harrowing days post the Coronavirus pandemic. Health and hygiene have become the primary focus, especially for the elderly and children. We endeavor to bring to Indians the joy of eating pure and hygienic sweets, cooked at home, in the warmth of family time. Madhur Sugar brings you the purity of sweetness time and again”.
The campaign, Chaaya Baradhwaaj, Founder & MD, BC Web Wise said; “This campaign captures everyday moments that become that much more joyful with the way these occasions play out. We’ve looked at experiences that not just the audience but all of us could easily connect to, with sugar being a core ingredient of not just the recipe but these joyful moments. The authenticity with which we have captured these relatable moments makes this a winning campaign for us as it resonates so well with what the brand stands for along with the space that these sugar-filled moments hold with the audience.”