This was the second project for which I came up with the concept, script, and art direction. MTR, a leader in the instant Breakfast Mixes category in India, was unable to penetrate the North Indian market as consumers perceived South Indian breakfast as time-consuming. The idea revolved around making Sunday mornings a family time, where the entire family pitches in to cook and share the weekly updates.
The commercial helped expand their consumer base and establish new usage occasions in the weekend breakfast category.
