Suhana Masala, an Indian spice brand, has introduced its new advertising campaign for its newly launched offering Chilli Powder. With this campaign, the company aims to elevate their spice line in Gujarat. As per the company, it wants to take on the Gujarat spice market and to do so, the brand has spent time with well-seasoned cooks to understand the Gujarati palate in depth and curate specific spice powders.
The newly launched campaign is built around the counter-intuitive insight that – ‘the most well-seasoned cooks rarely judge by taste, but by smell.’ Additionally, the campaign brings this alive through the humorous lens of a ‘picky daadi’ in a Gujarati household.
Talking about the campaign, Vishal Chordia, director – strategy, marketing and finance, Pravin Masalewale (Suhana), said, “We debuted in the Gujarat market back in 2009 and are now elated to further expand our product range. The renewed marketing initiative in Gujarat with a special product range and a multimedia marketing campaign will reinforce our existing legacy, broaden our customer base and contribute towards our business expansion plans.”
The campaign is conceptualised by Sideways Consulting, produced by Corcoise Films, and directed by Vishwesh Krishnamoorthy.
“We’ve always done humorous films for Suhana, rooted in real-life insights. So when it came to launching a chilli powder with a distinct aroma, we thought who better to use than someone who can sniff out everything that goes on in a house… the daadi,” Abhijit Avasthi, founder, Sideways, added.
Moreover, the film will be released in Gujarati and Hindi across television as well as digital platforms.
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