MTR Foods / India / 2026Film · Social
India's Sweetest Language.
MTR reframes sweets as an Indian language of care, celebration and connection.
- Brand
- MTR Foods
- Agency
- Social Panga
- Market
- India
- Region
- Global
- Year
- 2026
The challenge
Honor familiar festive traditions while expanding the sweets portfolio for contemporary consumers.
The idea
An illustrated book and film show ordinary Indian phrases gaining emotional meaning when accompanied by sweets.
Case study source: Branding in Asia Source ↗
Credits
- Brand
- MTR Foods
- Chief Marketing and Growth Officer, MTR Foods
- Anupam Nair
- Executive Vice President, Creative and Strategy, Social Panga
- Soumabha Nandi
