MTR Foods launches its Badam Drink Mix range in Association with Ice Age 4 : Continental Drift

Company Brief

Mumbai, July 20, 2012

MTR foods brings in a new wave of energy, excitement and makes milk fun this season, with the launch of its new range of ‘ICE AGE 4’ Badam drink Mix. MTR foods in association with Fox Star Studios promises to give your young ones a unique and captivating experience of the most awaited film of the season ‘ICE AGE 4’.

“Ice Age titles are a massive success, highly entertaining and with lead characters that are so engaging and fun for kids that it offers MTR’s Badam Drink Mix & Chocolate Badam Drink Mix the perfect platform for association” said Vikran Sabherwal, VP Marketing, MTR Food Pvt. Ltd.

Adds Mr Vijay Singh, CEO, Fox Star Studios, “Ice Age is the most successful animated franchise in India, which is hugely anticipated in particular, amongst children and families. We are, therefore, delighted with the association between Ice Age 4: Continental Drift and MTR's new range of kid’s drinks.”

There is a natural fit in this association, the brand wanted to associate with something more fun and exciting, we believe Ice Age was the perfect platform to showcase the new fun side of the brand – Team Group M ESP - Maxus, the AOR for MTR Foods.

Ice Age 4 Co-branded packs, Free Sippers with packs, SMS based contest, Ice Age 4 branded movie merchandise, special movie screenings for contest winners and a lot more fun activities are planned as part of this promotional campaign. MTR Badam Drink Mix makes milk fun to drink and contains real pieces of badam (almond). It will be a mothers best friend to help their child drink milk. MTR Foods will compliment this season with two distinctive flavors - Badam & Chocolate, deeply associating with the movie which is a family entertainer and a child’s favorite, thus creating the perfect symbiotic relationship.

Choose between the rich concoction of almonds (badam), saffron, cardamom or Chocolate flavoring! The rejuvenation in a glass makes drinking milk everyday to become a delightful and fun experience for everyone, especially the kids!

The new MTR Badam Drink Mix and Chocolate Badam Drink Mix will be available across India through all major retail outlets and beverage counters from July 2012. It is available from a convenient 25 gms sachet priced at Rs 10/- upto a 1 KG pack at an attractive price of Rs 280 only!

For further information, please contact:

IPAN Hill & Knowlton

Prekshaa Sharma

Mobile: +919819836846

Email: PSharma@ipanhillandknowlton.com