Brand Tata sang a different tune this Mother’s Day. Instead of toeing the usual route of portraying mothers as supermoms who are most efficient, never failing and always patient, Tata Sampann’s new campaign #ChangeTheRecipe urges mothers to unapologetically embrace their imperfections.
Conceptualised by Leo Burnett India, the ad film shows a mother’s adventures in the kitchen and the magic she creates through happy culinary ‘mishaps’. It encourages moms everywhere to give themselves a break from playing the perfect mother catering to everyone’s needs, and just be themselves instead. The film is about a new-age mother’s presence of mind in her kitchen, her culinary skills and the magic of Tata Sampann’s range of products.
Explaining the inspiration behind the new campaign, Sagar Boke, Head, Marketing – Consumer Products Business, Tata Chemicals, says, “The Indian society has always had preconceived notions about the ‘perfect’ mother. To shatter these pre-existing notions, we launched our digital campaign #ChangeTheRecipe, which is built around the insight that the definition of the ‘perfect mom’ has now evolved and come a long way. The reason for running the campaign only in the digital sphere was to maximise reach and more importantly change perceptions of the current generation, present on social media.”
Speaking about the core idea and execution of the TVC, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia, says, “With this new digital campaign, we wanted to tell all mothers that it is absolutely okay to be imperfect. Tata Sampann has definitely ‘changed the recipe’ for moms, underlining how imperfection is the new perfection. Women have a newfound fondness for experiments in the kitchen, and even embrace their happy culinary accidents. Very few brands in this category have been bold enough to execute a quirky idea like this one, and it is telling of how forward-thinking Tata Sampann is as a brand.”
#ChangeTheRecipe is Tata Sampann’s way of recognising the pressure mothers face daily, be it working or stay-at-home moms. Through the campaign, the brand wants to enable mothers to break the stereotype of ‘perfect mother’, and encourage them to experiment and improvise not only in the kitchen, but outside too.
