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MTR Foods has launched a campaign titled ‘South Indian khana maane MTR’. In the first phase of the campaign, the ready-to-cook food brand collaborated with two celebrity influencers Shweta Tiwari and Sameera Reddy to launch an engaging contest around the campaign. The brand aims to position itself as the go-to-product whenever someone craves South Indian food at home, and, hence, is using the tagline ‘#SouthIndianKhanaMaaneMTR’.

Shweta and Sameera are not just celebrities but also celebrity moms who are also the target audience for the brand. Both posted the MTR contest on their social media contests where they asked their followers to send in answers to the question ‘South Indian Khana Maane’. This was followed by a video created by the brand from various UGC-generated content and announced the winners of the contests.

The campaign was present on both Facebook and Instagram.

Sameera Reddy and Shweta Tiwari’s campaign post:

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A post shared by Sameera Reddy (@reddysameera) on

Shweta’s contest posts:

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A post shared by Shweta Tiwari (@shweta.tiwari) on

Both these celebrities have a huge social media following, which helped the brand garner massive instant popularity.

This campaign is unique because most food brands collaborate with celebrity chefs or cooking channels to promote their products, but over here, MTR decided to go with celebrity moms with a target audience from the South market.

According to data provided by Sheeko, the brand was able to garner more than 1.6 million reach in a media value estimated around Rs 7 lakh. MTR is not much active in doing influencer campaigns as depicted from the Sheeko History graph.