In the event of celebrating mothers, Surabhi Sauces, India’s beloved homegrown condiments brand, in collaboration with their creative and media agency SALT Worldwide, launched ‘Surabhi Diaries’, a deeply moving campaign that celebrates the real, unfiltered journeys of motherhood across India. It is a powerful series of short films featuring real stories of mothers and UGC-led Instagram Reel series, inviting moms to share their daily struggles and small wins.
“As a brand that has been a trusted kitchen companion for over 30 years, Surabhi Sauces understands that while food brings families together, it’s the mothers who hold everything together” said Kaushik Saha the Head of Marketing for Surabhi Sauces. He adds, “these stories are honest, tear-jerking, and above all, incredibly human”.
Spearheaded by SALT Worldwide, the creative and media agency for Surabhi Sauces, the campaign aims to go beyond storytelling by blending content, community and commerce. By showcasing mother’s in a poignant setting and in their vulnerable element, the brand intends to drive emotional relevance, while setting up Surabhi Sauces as a relatable, must-have brand for every Indian home.
Breaking away from conventional product advertising, ‘Surabhi Diaries’ is rooted in authentic emotional engagement. The campaign strives to connect deeply with Surabhi’s core audience which is mothers, through stories that feel like their own.
“Shooting recipes wasn’t enough. We wanted to shoot reality,” said Parag Pandya, Founder, SALT Worldwide.
With regional language content rollouts, hyperlocal storytelling, and community-led brand building, SALT Worldwide and Surabhi Sauces are now planning to scale ‘Surabhi Diaries’ as a long-term IP, giving a voice to motherhood.
