Spice brand Suhana Masala has unveiled its brand film for a new range of spices curated for consumers in the Gujarat market. The company introduced the ‘Suhana Gujarat special spice range’, curated in collaboration with Gujarati chefs to suit the palate of consumers.
The campaign is guided by Altivyst Advisors, designed by Sideways Consulting, and produced by Corcoise films.
The quirky campaign film depicts Padma Shri Awardee Sarita Joshi as the picky Baa, who can keep an eye on everything and everyone in the household just by her sense of smell. From the arrival of the neighbour who is always borrowing things to her grandson eating a piece of cake to her granddaughter’s friend trying to enter the house via the balcony and the house help daydreaming while ironing clothes and burning them. When her daughter-in-law opens a packet of chilli powder, she is in awe of her mother-in-law’s understanding of flavours and fragrances, and prompt judgement of the spice used. Gujarati actor Anjali Barot is also part of the film. The campaign will run across TV, digital, Out-of-Home and retail activation mediums.
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 special product range and a multimedia marketing campaign will reinforce our existing legacy, broaden our customer base, and contribute towards our business expansion plans. We are delighted to have partnered up with Sideways Consulting, Altivyst Advisors, and Corcoise Films to bring this vision to life.”
Abhijit Avasthi, Founder, Sideways Consulting, said, “We have always done humorous films for Suhana, rooted in real-life insights. So when it came to launching the special Gujarat 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 Baa.”
Credits
Client – Pravin Masalewale (Suhana)
Director (Strategy, Marketing & Finance) : Vishal Chordia
Marketing Team: Krishna Agrawal, Rushikesh Patil
Marketing consultant – Altivyst Advisors
Agency – Sideways Consulting
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative: Sameer Sojwal, Nilay Moonje, Vaibhav Patil, Prashant Sinha, Kshipra Dubey, Vaibhav Patil, Aakruti Bhatt, Deepika Narvekar
Account Management: Vanita D’Mello, Ricky Barretto, Farzaad Dastoor
Strategy: Siddharth Mohanty, Desiree Dsouza, Amatulla Mukadam
Production House – Corcoise Films
Director: Vishwesh Krishnamoorthy
Producers: Bhavin Gajria
Feedback: [email protected]
