MUMBAI: Weeks after Women’s Day, Mother’s Recipe has launched #GiftofTime campaign encouraging women to do what they love. A part of its “taste the love” series, the campaign drives home an important message that women should celebrate themselves every day and not just on 8 March.

The campaign has been conceptualised by Mother’s Recipe chief strategy officer Sanjana Desai and Mothers’ Recipe team along with the creative agency Triton communications and is LIVE on multiple digital platforms like YouTube and Facebook.

Speaking about the campaign, Desai said, In the effort to look after the entire family, the I is often lost, but as individuality is rising and the guilt slipping away, as a brand we should pave the way for her.  So, with this campaign, our objective is to highlight and address a larger challenge faced today. Mother Recipe strongly believes in offering lifestyle solutions, making a meaningful difference to the lives of their consumers. With our products, we want to enable our consumers in the kitchen, enrich them and not replace them. By helping them save time in the kitchen so that they could spare some time to do what they love.”

She further added, “It is not about celebrating one particular day, hence we deliberately stayed away from launching the campaign on women’s day. It is about looking beyond a specific day, aiming to bring about a change every day of the year.”

Mother’s Recipe’s range of pastes, pickles, RTC, Instant mix and other products packs a punch of delicious flavours, regional tastes, convenience and simple cooking. The brand plans to amplify this campaign further through various unique online and offline engagements, and radio presence.

Triton communications executive director Virendra Saini said, “Women in today's scenario have just forgotten to spare some free time for themselves to follow their hobbies. They have restricted themselves to a set framework which they operate in a monotonous manner. With this campaign we really wanted women to realize their potential and take time to fulfill whatever they love doing. The idea is not to eliminate or compromise on the existing responsibilities but enrich and empower by gifting them some valuable time for themselves; hence ‘#Giftoftime’.”