30,000+

New Followers Across Platforms, Establishing Digital Visibility

1 Year

Timeframe For Achieving Strong Engagement and Recall

Renewed

Relevance Among Young Consumers (Gen Z & Young Millennials)

Mother’s Recipe – Reconnecting an Iconic Brand With the New Generation

Problem

Mother’s Recipe, a legacy Indian brand known for its masalas, ready-to-eat products, pastes, and sauces, enjoyed a solid 10% market share in its category. While the brand was strong in General Trade (GT) and Modern Trade (MT), it struggled to stay relevant to the new generation of digital-first consumers. Competitors who embraced digital and social commerce early had already gained traction online, leaving Mother’s Recipe lagging in visibility and connection with younger audiences.

Challenges

  • The core challenge was bridging the perception gap—Mother’s Recipe was loved by older generations but lacked a fresh, contemporary image that could appeal to Gen Z and young millennials.
     The brand had to:

    • Modernize its digital presence without alienating its OG customer base.
    • Build relevance in a cluttered social media environment.
    • Increase online recall and engagement strongly enough to drive digital business.
    • Compete with newer players who had already established themselves in the online food and condiments space.

Market Scenario

The Indian FMCG culinary segment has become highly competitive, with rising players investing heavily in influencer marketing, aesthetic content, and community-led strategies.
 Trends shaping the market included:

  • UGC-style content outperforming brand-heavy communication.

     

  • Influencer collaborations becoming a trust driver for new consumers.

     

  • A visible shift toward humor, quick recipes, and snackable videos.

     

  • Younger audiences gravitating toward brands that feel “relatable,” “fun,” and “fresh,” even in traditional categories like masalas and pickles.

     

To maintain its 10% market share and grow its digital channels, Mother’s Recipe needed a modern, culturally tuned-in content approach.

Our Take

We focused on making Mother’s Recipe relevant, relatable, and youthful—without diluting the brand’s heritage.

1. UGC-driven Strategy

We positioned the brand at the heart of everyday cooking moments by curating User-Generated Content that felt authentic and fun, encouraging real people to show how they used Mother’s Recipe products in modern kitchens.

2. Trending Influencers

We collaborated with trending creators and micro-influencers who resonated with younger audiences.
 The content remained light, fun, and culturally current, helping the brand organically enter conversations happening across Instagram and other platforms.

3. Refreshed Visual Identity

We revamped the social media feed with:

  • A more vibrant and youthful graphic style

  • Contemporary layouts

  • Cleaner typography

  • Visual storytelling that matched current social media trends

This allowed the brand to appeal to Gen Z while still feeling familiar to long-time consumers.

4. Humor-Led Content

We added a flavor of relatable humor and everyday cooking quirks, making the brand feel warm, human, and approachable—key traits for youth engagement.

Outcome

The refreshed strategy created a strong digital personality for Mother’s Recipe.
 Within one year, the brand achieved:

  • 30,000 new followers across platforms

  • Increased top-of-mind recall

  • Stronger engagement across all content formats

  • Renewed relevance among young consumers

  • A revitalized social presence without losing its traditional appeal

 

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