Tata Consumer Products’ food brand Smith & Jones has launched a new marketing campaign for its Pasta Masala, featuring actor Rasika Dugal, as the brand looks to strengthen its presence in the convenient meal and school-tiffin segment.
Conceptualised by The Womb, the campaign is built around the everyday school lunch occasion and targets mothers seeking convenient ways to add variety to their children’s meals. The proposition centres on preparing pasta in minutes by boiling pasta, adding stir-fried vegetables and mixing in Smith & Jones Pasta Masala, with no additional ingredients required.
The product is available in four flavours, allowing consumers to introduce variety into children’s lunchboxes while keeping preparation simple. The campaign seeks to link the product’s convenience with the emotional appeal of children enjoying and sharing their food with classmates.
Deepika Bhan, President, Packaged Foods, Capital Foods &Soulfull at Tata Consumer Products, said the campaign was inspired by the familiar desire among mothers to see children return home with empty tiffin boxes.
Heval Patel, COO, The Womb, said consumer explorations and product tastings indicated that the brand proposition combined convenience with emotion. The campaign uses the signature line “Taste Gajab” to convey both taste and sentiment.
The campaign will run across television, digital and social media platforms. Smith & Jones is part of Tata Consumer Products’ foods portfolio, which also includes Tata Salt, Tata Sampann, Tata Soulfull, Organic India and Ching’s Secret. Tata Consumer Products reaches 290 million households in India and has a consolidated annual turnover of Rs 20,290 crore across Indian and international markets.
