To celebrate the women who add to their promise of authenticity, the pioneer in packaged foods in India, MTR Foods has unveiled their latest campaign. Byadagi is a small town in the Haveri district of Karnataka and home to the famous variety of chilli popularly known as Byadagi chilli and the campaign #HandsOfAuthenticity pays tribute to women of Byadagi. Wavemaker films, the production unit of Wavemaker India, conceived and executed the campaign and MTR and Wavemaker co-created the concept.
Byadagi women are extremely passionate, dedicated and proud of their work and #HandsofAuthencity aims to share the untold story of those women. Millions of people use their spices and they understand it very well. The hardships faced by these women and the journey of this spice from their farms to our homes have been beautifully captured in the film along with the origin of this spice.
Commenting on the film, Sunay Bhasin, Chief Marketing Officer MTR Foods said: “MTR stands for great quality and authentic taste. Story of Byadagi captures the passion and pride with which the women have been contributing to MTR’s promise of authenticity for generations. We found a great partner in Wavemaker and they helped us bring this story to life beautifully”.
Talking about the film, Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “Spices are the true essence of any food item. Through this campaign, we wanted to showcase the real heroes who bring the best of these spices to us despite the hardships they experience in their daily lives. MTR is a legendary heritage Indian brand and known for its authentic products. The film depicts the story of Indian culture which is strongly rooted in its origin”.
Watch the film here.
MTR Foods stands tall as an Indian heritage brand with an over 90-year history of serving authentic and delicious food. MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format. By a constant focus on innovation and the adoption of new technology, the journey to being India’s premier, a packaged food company.