Mother’s Recipe, a legacy homegrown brand trusted by Indian families for generations, today announced the rollout of its new festive campaign titled “MOM FU: Maa ka pyaar in a new avatar” to promote its Recipe Sauces range across the North East region. The campaign will run from December 22, 2025 to the first week of January 2026, with the objective of strengthening brand and product awareness by showcasing the sauces’ authentic flavours and convenient, easy-to-use formats.
The campaign is being implemented as a digital-led initiative across Guwahati, Dimapur, Agartala and Aizawl, featuring content tailored to reflect local culture and seasonal consumer trends. Built around the idea of Maa ka pyaar in a Chinese avatar, the communication highlights how the sauces elevate everyday meals, snacks and festive cooking moments while retaining the warmth and familiarity of home-style food.
Commenting on the announcement, Sanjana Desai, Executive Director, Mother’s Recipe, said the North East market was a natural fit due to its strong food heritage and preference for bold flavours. The campaign also incorporates influencer partnerships and relatable real-use content formats. Through MOM FU, Mother’s Recipe aims to build strong recall for its Recipe Sauces range and reinforce its core brand belief that no matter the cuisine, the best meals are always infused with the comfort of Maa ka pyaar.
