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Mother’s Recipe celebrates a mother’s timeless wisdom in new ginger garlic paste campaign
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Friday, 28 November, 2025, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Mother’s Recipe, one of India’s most trusted homegrown food brands, has rolled out an evocative new campaign for its Ginger Garlic Paste, highlighting a mother’s instinctive ability to recognise purity and truth. Built around the emotional theme “Maa sab jaanti hai, Maa sach jaanti hai”, the campaign reinforces the deep-rooted trust Indian households place in a mother’s judgment—especially when it comes to what enters her kitchen.
The brand’s Ginger Garlic Paste remains one of its highest-selling household staples, and the new campaign aims to capture what sets it apart. Each pack contains only ginger and garlic, made without any artificial preservatives, retaining a fresh aroma and authentic texture that mirrors traditional home preparation. Notably, Mother’s Recipe is the only brand in the category that does not use Sodium Benzoate, a fact the campaign brings forward with directness and clarity.
Sanjana Desai, executive director at Mother’s Recipe, said the campaign draws inspiration from the unquestionable honesty mothers rely on while choosing food for their families. “A mother always knows what feels right. Her sense of truth is unmatched. Our Ginger Garlic Paste is crafted with that same honesty—no shortcuts, no preservatives, just pure ginger and garlic, made the way mothers would make it at home,” she said.
The integrated campaign spans a wide communication mix, ensuring reach across digital and offline consumer touchpoints. The rollout includes OTT platforms such as SonyLIV, JioStar and Zee5, MyGate and lift branding, widespread outdoor promotions on bus shelters and bus back panels, and strong in-store visibility through retail branding and dealer boards. A network of influencer collaborations and social media engagement further amplifies the message, tapping into moments that portray a mother’s quiet observation, her warmth and her innate ability to distinguish what is genuine.
In an era where consumers are increasingly conscious about the purity of ingredients, Mother’s Recipe underlines its commitment to delivering products that are honest, safe and true to tradition. The campaign reinforces the brand’s long-standing promise of authenticity and trust, reminding consumers that while trends may change, a mother’s truth—and her choices—remain constant.
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