Mother’s Recipe is sharpening its consumer connect strategy with the launch of a new festive campaign for its Recipe Sauces range across the North East. The initiative, branded “MOM FU: Maa ka pyaar in a new avatar,” runs from December 22, 2025 to the first week of January 2026, positioning the sauces as a fusion of convenience, flavour and homestyle comfort.
The digital-led rollout spans Guwahati, Dimapur, Agartala and Aizawl, with locally tailored content aimed at strengthening brand awareness and everyday relevance. The communication blends playful storytelling with real-life cooking moments, highlighting how the sauces can instantly elevate weekday meals, festive gatherings or spontaneous home experiments with Pan Asian flavours.
Executive Director Sanjana Desai said the concept taps into a universal truth—mothers make food feel special even when time is limited. “With our Recipe Sauces, we are bringing together exciting flavour and the comfort of Maa ka pyaar. The North East has a strong food culture and a real love for bold taste, so it felt like the perfect place to tell this story,” she said. Supported by influencer collaborations and relatable visual content, the MOM FU campaign aims to drive recall and trial during a high-consumption period, reinforcing Mother’s Recipe’s belief that regardless of cuisine, the comfort of Maa ka pyaar remains the defining ingredient.
