On the occasion of World Idli Day, MTR Foods is introducing 50 idli recipes curated by 22 food influencers and MTR’s Center of Excellence. This collaborative effort in the form of an MTR Wow Idli virtual cookbook brings alive the versatility of the idli with some of the most unique and innovative video recipes for consumers.
The MTR Foods Idli mix portfolio has a diverse offering for consumers, be it the iconic Rava Idli, Rice Idli, Oats Idli or Masala Idli, catering to every Idli craving. Some of the popular food influencers who are featured in the MTR Wow Idli Cookbook are Kabitas Kitchen, food pages like Hebbars Kitchen and Gobblegram who are seen using the MTR Idli mixes to prepare exciting recipes for consumers to try.
Some of the unique recipes from the cookbook feature Cheesy Idli Pizza, Rava Idli Burger, Oats Idli White Pasta, Choco chip Idli, and Peri-peri Rava Idli fries. Consumers can access more of these yummy recipes on the website.
The campaign began on a high note with a large-scale on-ground activation in collaboration with Indian delivery services company, Dunzo. To commence the celebration of World Idli Day and intimate consumers of this exciting new cookbook, MTR Foods has started a campaign to reach over 85,000 households with a special hamper and a unique QR code linking them to the cookbook.
Talking about the campaign Sunay Bhasin, Chief Marketing Officer, MTR Foods, said, “Idli has always been a popular breakfast dish in India and over the years has gained a much bigger share of the plate. Consumers from all over the country enjoy this simple yet versatile dish not only for breakfast but across meal occasions.”