Tata Consumer Products Limited-owned Smith & Jones has launched a new campaign featuring actor Rasika Dugal to educate consumers about quality differentiation in the ginger garlic paste category, as the brand seeks to strengthen its positioning in a competitive market.
Conceptualised by advertising agency The Womb, the campaign uses a simple visual demonstration to distinguish thick, consistent ginger garlic paste from watery alternatives. Built around the tagline “Ho Gaya Na Paste Ka Paste Aur Paani Ka Paani”, the initiative encourages consumers to make informed purchasing decisions and highlights the role of quality paste in delivering consistent flavour.
Deepika Bhan, president of packaged foods, Capital Foods and Soulfull at Tata Consumer Products, said the campaign reflects the company’s effort to simplify cooking and encourage consumers to experiment with recipes and ingredients.
Heval Patel, chief operating officer of The Womb, said the campaign addresses the perception of ginger garlic paste as a commodity and creates an opportunity to highlight product quality. The film aligns with Smith & Jones’ “Taste Gajab” brand promise.
The campaign will be rolled out across television, digital and social media platforms.
Smith & Jones claims its ginger garlic paste is India’s No. 1 cooking paste, based on NIQ Retail Index data for the 12 months ended January 2026 in the all-India urban and rural cooking pastes segment under the chutney/pastes category.
Tata Consumer Products has a portfolio spanning beverages, packaged foods, spices, ready-to-cook products and snacks, with a reported reach of 290 million households in India and consolidated annual turnover of ₹20,290 crore.
