MUMBAI: Eastern, a player in spices, masalas and foods, and part of Orkla India, has launched its latest campaign for Sambar. It celebrates Kerala’s love for sambar in all its unique, diverse and regional variations.
For over 40 years, Eastern has been Kerala’s Sambar brand, trusted by consumers for its authentic flavours. Consumer research revealed that while many households prefer the classic, balanced sambar, others enjoy a richer kayam (asafoetida) profile. This campaign celebrates that diversity of flavour, while reinforcing Eastern’s position as the brand that unites every kitchen in Kerala with two of the most loved variants — Eastern ‘Sambar’ and Eastern ‘Thani Nadan Sambar’.
The TVC, titled Sambar Poru (Battle of Sambar), brings this insight to life through a story set in a Kerala home. It follows a light-hearted culinary face-off between a mother and daughter, each championing her own version of sambar — one with the traditional balanced flavour, the other with the enhanced kayam profile. The son-in-law steps in as the spirited anchor, as relatives from different districts of Kerala join in to taste the two sambars. Eastern’s Sambar Powder and Thani Nadan Sambar Powder take centre stage, and both recipes win equal love. The film culminates with the host warmly declaring both sambars as winners. With humour, nostalgia, and cultural pride, the film celebrates Kerala’s culinary diversity while reinforcing Eastern’s role as the state’s true unifier in the kitchen.
Girish Nair, CEO, Eastern Business Unit, said, “Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes. At Eastern, sambar is more than just a dish, it’s a reflection of identity and comfort. This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state. As a brand built on four decades of trust, authenticity, and uncompromising quality, the Eastern Sambar campaign reaffirms the brand’s commitment to celebrating Kerala’s rich culinary heritage.”
Elango M, VP, FCB India, said, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device. Consumer research helped a great deal. And the teams have delivered a campaign that will endear Eastern to the Keralites even more.”
The integrated campaign will run from 21 August to 15 September 2025 across television, radio, theatre, and digital platforms, with on-ground activations and sampling in key markets, ensuring deep engagement with consumers across Kerala.
Campaign Link: https://youtu.be/oy8AsxzXdDg
