Tata Sampann starts #ChangeTheRecipe campaign

Tata Sampann celebrates Mother’s Day with a digital-led #ChangeTheRecipe campaign that comprises of a quirky video about a mother’s adventures in the kitchen and the magic she creates through happy culinary ‘mishaps.’ This Mother’s Day, it celebrates mothers and urges them to unapologetically embrace their imperfections.

Conceptualised by Leo Burnett India, the film is a depiction of the daily lives of modern moms and the pressures imposed on them by the society. After a full day’s work, a working mother is more often expected to come home and prepare the ‘perfect’ meal for her children and husband. She is even expected to whip up a fresh, interesting recipe every day.

This film is about a new-age mother’s presence of mind in her kitchen, her culinary skills and her efficiency, peppered with the magic of Tata Sampann’s range of products. Throwing light on their newest campaign, Sagar Boke, Head, Marketing Consumer Products Business, Tata Chemicals Ltd said, “The Indian society has always had pre-conceived notions about the ‘perfect’ mothers.

To shatter these pre-existing notions, we launched our digital campaign, #ChangeTheRecipe, built around our insight that the definition of the ‘perfect mom’ has now evolved and come a long way. The reason for running the #ChangeTheRecipe campaign only in the digital sphere was to maximise reach and more importantly change perceptions within the current generation, predominantly present on social media.”

Speaking about the core idea and execution, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia said, “#ChangeTheRecipe is a way of recognising the pressures mothers face daily, whether they are working or stay-at-home moms. Through the campaign, the brand enables mothers to continue experimenting in the kitchen and improvising, without looking back at the stereotypes of what makes for the ‘perfect mother’!”