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MTR Foods celebrates World Idli Day by bringing forth 50 recipes curated by influencers
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Thursday, 01 April, 2021, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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MTR Foods on this World Idli Day observed on March 30 brings forth 50 Idli recipes curated by 22 food influencers and MTR’s Center of Excellence. This collaborative effort in the form of a MTR Wow Idli virtual cookbook brings alive the versatility of the idli with some of the most innovative video recipes for consumers launched through a Facebook Live event hosted on the Momspresso page.
The MTR Foods Idli mix portfolio has a diverse offering for consumers, be it the Rava idli, Rice idli, Oats idli or Masala idli. 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 idli mixes to prepare exciting recipes for consumers to try.
Some of the recipes the cookbook features are cheesy idli pizza, rava idli burger, oats idli white pasta, choco chip idli and Peri Peri rava idli fries.
The campaign began on a high-note with a large scale on-ground activation in collaboration with Indian delivery services company, Dunzo. The objective was to reach over 85,000 households with a special MTR Idli hamper and a unique QR code linking them to the MTR Wow Idli Cookbook.
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 plate. Consumers from all over the country enjoy this simple yet versatile dish not only for breakfast but across meal occasions.”
“High-quality, delicious range of products have always been MTR’s promise, and this World Idli Day we are showcasing the versatility of our range of Idli products with the help of this collaborative and unique virtual MTR WoW Idli Cookbook with more than 50 recipes. We are also glad to have partners like Dunzo be a part of our journey, enabling us to reach to over 85,000 consumers who can try MTR Idli products and recipes from the cookbook and WoW their families,” he added.
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