MTR serves up a steaming bowl of culture and comfort

MTR, a century-old brand that prides itself in delivering authentic South Indian flavours, has rolled out an new campaign for its flagship product, MTR Puliogare Powder. At its heart is a TV and digital commercial that highlights the product’s flavour profile and also strengthens the brand’s deep cultural ties with its consumer base.

The TVC features a storyline centred on a young boy dressed in a traditional Yakshagana (traditional local dance) costume, struggling to master the intricate expressions or Rasas of the art form. Seeing him disheartened, his mother presents him with a bowl of Puliogare prepared with MTR Puliogare Powder.

As he takes a bite, the boy finds newfound energy, his expressions transforming with emotion and vigour. The ad parallels the layered Rasas of Yakshagana with the taste and flavours of MTR Puliogare, blending cultural heritage with culinary delight.

Prerna Tiku, chief marketing officer at MTR, said, “MTR Puliogare Powder is more than just a product—it is a legacy. For decades, we have been an integral part of Karnataka’s kitchens, and this campaign is our tribute to the love and trust our consumers have placed in us.”

Tithi Ghosh, president for Ogilvy South, said, “As a brand, we’ve found success by combining product messaging with cultural insights, delivered in a fresh and unexpected way. The mother’s role in bringing joy and uplifting her family’s mood is reinforced in a delightful and relatable manner.”

The campaign will be rolled out across multiple platforms, including TV, out-of-home (OOH) media, digital channels, activations, and in-store promotions. Through this reach, MTR aims to solidify its commitment to delivering the authentic taste of Karnataka while celebrating the region’s cultural richness.

Campaign’s take: If there’s one thing Indian brands have perfected, it’s serving up nostalgia on a silver platter—preferably with a side of steaming-hot comfort food. MTR’s latest campaign for its Puliogare powder takes this time-tested formula and dials up the regional charm by bringing Yakshagana—a centuries-old Karnataka folk art—into the advertising spotlight. 

Created by Ogilvy South, the TVC draws a parallel between the emotive Rasas of the local dance form and the rich, multi-layered taste of Puliogare, positioning MTR as more than just a kitchen staple—it’s an emotion. At the centre of the ad is a young boy struggling to master the expressive art form, only to be reinvigorated by a bowl of his mother’s Puliogare, prepared with MTR’s signature spice mix. It’s a classic ‘Maa ke haath ka khaana’ (Food lovingly prepared by mom) moment, but with a regional twist—one that feels both fresh and deeply familiar. 

The timing couldn’t be better. Yakshagana has seen a resurgence, thanks to the cultural impact of the movie Kantara, and MTR smartly rides this wave, making the campaign hyper-relevant to local audiences. With a multi-platform rollout, the brand doesn’t just sell flavour—it sells heritage, emotion, and a warm taste of home.