82.5 Communications bags the creative mandate for Mother’s Recipe

The full-service creative duties of the brand will be handled by the agency’s Mumbai office.

Mother’s Recipe, India's homegrown food brand known for its authentic and delicious flavours has assigned its creative mandate to 82.5 Communications. The full-service creative duties of the brand will be handled by the agency’s Mumbai office. A competitive pitch saw 82.5 Communications pick the right ingredients to create the perfect recipe to win Mother’s Recipe’s creative mandate, a brand owned by Desai Foods.

Admired as the ethnic food brand of India - Mother’s Recipe enjoys its presence in India and across the world since 2001.

Sanjana Desai, executive director, Desai Foods says, “We are thrilled to partner with 82.5 Communications. Their deep understanding of Indian consumers, coupled with their innovative approach and strategic insights, makes them the perfect fit for our brand that is deep rooted in Indian traditions. Their expertise in creating compelling and memorable campaigns aligns perfectly with our vision. We are confident that their strength in storytelling and creativity will help us elevate our brand and connect more deeply with our audience.”

Anuraag Khandelwal, chief creative officer, 82.5 Communications India has this to say, “I personally have loved Mother’s Recipe products, and we are thrilled to embark on this flavourful journey with them. It’s an exciting opportunity to spread the goodness and authenticity of Mother’s Recipe at an age where the youth has adapted to a fast food culture.”

Echoing this sentiment, Krishnendu Paul, head of office-82.5 Mumbai, added, “Being associated with Mother’s Recipe is a privilege we deeply cherish. This victory results from meticulous planning, creativity, and a shared vision. Mother’s Recipe holds a special place in the hearts of consumers, and our objective is to make it a staple in their homes. Emphasising the timeless appeal of tradition, we aim to integrate Mother’s Recipe into Indian households seamlessly.”