Tata Sampann, a popular spices and masala brand from Tata has launched a #ChangeTheRecipe campaign for Mother’s Day which celebrates mothers and urges them to break the ‘perfect mom’ stereotypes.
Tata Sampann is Changing The Recipe
Very often, mothers are expected to be ‘perfect’; to juggle work, their family and personal lives seamlessly. This year, Tata Sampann is encouraging mothers to embrace their imperfections with its #ChangeTheRecipe campaign.
The campaign has been conceptualised by Leo Burnett India, which shows how mothers are using their own innovative skills and Tata Sampann to experiment in the kitchen and change expectations.
Commenting on the campaign, Mr. 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 maximize reach and more importantly change perceptions within the current generation, predominantly present on social media.”
The #ChangeTheRecipe campaign is Tata Sampann’s effort to appreciate the efforts involved in a mothers’ daily life as well as to encourage them to step out of the box in the kitchen.