MUMBAI: Madhur Pure & Hygienic Sugar has launched its new ad film to celebrate the pure joy of eating. The film showcases family as the root of all joy, sweetness, and bonding, where it can all come together over sharing even a simple cup of tea. The refined sugar brand campaign is characterised by a touch of fun, 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.
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 centred around cherishable micro-moments between a loving family.
The campaign comes together with a callout across the digital ecosystem, that gets users to share their own Madhur moments. It also has known personalities like Krystle D’Souza, Sanaya Irani and husband Mohit Sehgal sharing their #MadhurPal.
The company shared the strategy behind it being three fold – drive awareness via the films, build consideration associating with relevant influencers and eventually giving their users countless occasions to celebrate everyone's sweet tooth in the family with their refined sugar product.
Madhur Sugar president- marketing & OD Dr Satbir Sindhu said, “The TVC embraces the joy of family time spent together, especially after the harrowing days post the Coronavirus pandemic. Health and hygiene has become the primary focus, especially for the elderly and children. We endeavour to bring to Indians the joy of eating pure and hygienic sweets, cooked at home, in the warmth of family time.”
BC Web Wise Founder & MD Chaaya Baradhwaaj 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.”
