Smith & Jones, a leading food brand from Tata Consumer Products Limited and makers of their Ginger Garlic Paste which is India’s No. 1* Cooking Paste, has unveiled a new campaign featuring Rasika Dugal aimed at helping consumers understand what to look for in a Ginger Garlic Paste in a playful and engaging manner.
As the Ginger Garlic Paste category continues to grow, consumers have more choices than ever before. However, awareness of what differentiates one paste from another remains limited. Through a simple visual demonstration, the campaign highlights an easy-to-observe cue, helping consumers distinguish a thick, consistent Ginger Garlic Paste from a watery one and make more informed choices. As the campaign puts it, ‘Ho Gaya Na Paste Ka Paste Aur Paani Ka Paani.’
Speaking on the campaign, Ms. Deepika Bhan, President Packaged Foods, Capital Foods & Soulfull at Tata Consumer Products, said ” Trying new recipes and experimenting with different ingredients can sometimes feel intimidating, but with Smith & Jones, we want to make it super simple. This campaign reflects the same belief”
Heval Patel, COO, The Womb, said: ‘’Smith and Jones is the ginger garlic paste category leader. Today, when the category is treated as a commodity, there was an opportunity for Smith and Jones to spark a conversation about how to identify good ginger garlic paste that can deliver on rich and consistent taste. The film, which falls under the brand promise of ‘Taste Gajab’, illustrates how the right ginger garlic paste provides the right base for making incredibly tasty dishes.”
