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Mother’s Recipe celebrates Indian traditions in new campaign for pickle range
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Saturday, 30 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Mother’s Recipe has launched a new national campaign for its iconic pickle range and unveiled a new identity for the portfolio, marking the first such change since the range was introduced. For the first time ever, the brand’s iconic pickle range is being presented through a new visual language, opening a new chapter for the portfolio.
At the centre of the campaign is a simple thought. Pickle may be made differently across homes and regions, but mother’s love behind it feels familiar everywhere. The film places mothers at the heart of the story and follows the journey of the pickle making process through different homes across India, where it is prepared in regionally distinct ways before arriving at the family table. It is here that it emerges as the common thread that ties together these many expressions of love, home, and flavour.
The film’s music is deeply inspired by the richness of traditional Indian melodies and folk textures, creating a soundscape that feels rooted, warm, and emotionally familiar. Blending authentic Indian instrumentation with a light, playful rhythm, the track mirrors the everyday joy and affection woven into the ritual of pickle-making across homes in India. While nostalgic at its core, the music carries a contemporary energy that makes the narrative feel fresh and engaging, culminating in its iconic flute melody that leaves behind a lasting sense of comfort and recall.
Sanjana Desai, executive director, Desai Foods Pvt. Ltd., said, “For generations, Mother’s Recipe pickles have stood for authenticity, nostalgia, and the unmistakable flavours of mother’s love. As we unveil our refreshed identity, the new campaign celebrates the deeply personal and regional rituals of pickle-making across India — where every mother brings her own love, care, and signature touch to the recipe. Through this campaign, we wanted to capture that rich diversity of authentic regional flavours and bring alive the emotion of ‘Swaad Mamta ka’ that Mother’s Recipe has always represented.”
Vihar Patkar, group creative director, 82.5 communications Pvt. Ltd., WPP Group, said, “This was a rare opportunity to revisit how the Mother’s Recipe pickle range shows up, both visually and emotionally. The creative thought was to build from a truth that is deeply familiar across India, that while every home may make pickle differently, the love, patience and care behind it remain universal. That gave us a campaign rooted in memory, while the new packaging gave the portfolio a stronger and more contemporary identity in market.”
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