New Delhi: Mother’s Recipe has launched a new campaign for its Ginger Garlic Paste, celebrating the timeless wisdom of Indian mothers and their intuitive sense of authenticity. Centred around the message “Maa sab jaanti hai, maa sach jaanti hai,” the campaign taps into a deep emotional truth — that mothers instinctively recognize purity, honesty, and quality, especially when it comes to food.
The campaign spotlight falls on Mother’s Recipe Ginger Garlic Paste, one of the brand’s highest-selling products and a pantry staple in Indian homes. The communication highlights the product’s purity — made using only ginger and garlic with no artificial preservatives. Mother’s Recipe is also the only brand in the category that does not use Sodium Benzoate, making this distinction a core messaging pillar.
Speaking about the campaign, Sanjana Desai, Executive Director, Mother’s Recipe, said, “Every mother knows when something feels right. Her sense of truth and care is unmatched. With this campaign, we wanted to celebrate that instinct, the way mothers can instantly tell what is real. Our Ginger Garlic Paste is made with that same honesty. There are no shortcuts, no preservatives and no compromises. Just the purity of ginger and garlic, made the way mothers would do it in their own kitchens.”
The campaign rollout spans a wide media mix, including OTT platforms such as SonyLIV, JioStar and Zee5, MyGate and elevator screens, outdoor advertising across bus shelters and fleet branding, in-store visibility, influencer-led content and strong social media amplification. The narrative depicts subtle everyday moments that showcase a mother’s ability to recognise authenticity — even without being told.
With consumers increasingly prioritizing transparency and clean-label ingredients, the campaign reinforces Mother’s Recipe’s long-standing brand philosophy rooted in purity, trust, and tradition. By connecting product truth with cultural emotion, the brand aims to deepen loyalty among existing consumers while appealing strongly to younger households seeking convenience without compromise.
