Mother’s Recipe in India recharges brand with the digital fuel
Digital’s role for small and medium sized businesses (SMBs) in fast growth markets has become an important topic of deliberation for industry stakeholders. Digital, when tapped on aptly, not only empowers but creates a level playing field for most players. Mother’s Recipe has put the theory to test in its recharged digital avatar. BC Web Wise, that was recently awarded Mother’s Recipe integrated digital duties after a multiagency pitch has tapped on digital to give the brand more than just the average facelift.
Mother’s Recipe, a Pune-based ethnic foods brand, seeks to move beyond the reach of traditional media and employ the services of new media in search of new audience sets. The brand is leaving no stone unturned in exploring audiences through social media.
“What impresses us is that Mother’s Recipe as a client understands the importance of owned media, the need for engagement with consumers on their own platform in addition to reaching out and engaging with them on social networks,” said Chaaya Baradhwaaj, Founder of BC Web Wise.
Mother’s Recipe recognised the need for a revamp of its online destination website. The newly done website aims to bring together global and national consumers on one platform to interact and engage with the brand.
The new website marks the beginning of its e-journey and takes into consideration Mother’s Recipe core positioning of capturing the traditional taste of home cooked food in Indian kitchens. Considering that, every part of the new website follows a bright and colourful design scheme that resonates with the brand’s ethos.
The website is designed keeping the vast range of products and audience in mind. The products are integrated by categorising them according to their usage and cross linking them with relevant recipes.
In the social media space, the brand has acknowledged the concept of leaving comments or post as feedback. Tapping on industry trends, Mother’s Recipe has incorporated the function of blog which allows interested consumers to share their personal stories and recipes.
Furthermore, an innovation called ‘Recipe Exchange’ has been introduced as part of the re-branding that adds to the engagement by letting young and active digital consumers share and exchange their personal recipes with Mother’s Recipe global loyalists. A simple hyperlink eases the navigation between pages catering to the international and Indian consumers.
“We are happy with the team at BC Web Wise who have carved a unique visual identity for Mothers Recipe in the digital space with the website. The agency also manages our social media duties and the brand is scaling new heights in engaging with consumers online,” said Falgun Bhatt- Marketing Head of Mother’s Recipe on the communication mix in the new media.
Other than Mother’s Recipe, earlier this year, BC Web Wise was taken on board by Gera Builders and Racold Thermo Ltd, both headquartered in Pune.
