India, July 5 -- MTR Foods, one of Karnataka's most trusted food brands, has unveiled the Sambar Anthem, a musical tribute to the state's enduring love for sambar.
Sambar Anthem
- Created in collaboration with musician Vasu Dixit, the anthem blends food, music, and community voices.
- Sambar is celebrated not just as a dish, but as a cultural identity across Karnataka - from breakfast idlis to festive family meals.
- The campaign drew on consumer stories and memories, which inspired Vasu's composition capturing nostalgia and belonging.
- The anthem was performed live in Bengaluru, bringing together food lovers and music enthusiasts.
Legacy & Cultural Connection
- MTR has long been a leader in the Sambar Masala category, preserving authentic flavours for generations.
- The initiative reinforces MTR's role in keeping regional food traditions alive while connecting with consumers through shared experiences.
Voices from the Collaboration
- Sunay Bhasin, CEO, MTR Foods: "Sambar remains one of Karnataka's most beloved culinary icons. we wanted to celebrate it through a voice that genuinely reflects the culture."
- Vasu Dixit: "Sambar evokes pride, nostalgia and debate. Through music, we wanted to turn this shared cultural experience into something people can sing along with and celebrate together."
The Sambar Anthem will be released on MTR's official pages and Spotify on July 8.
Published by HT Digital Content Services with permission from Travel Media.