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Smith & Jones taps Rasika Dugal to teach shoppers how to pick ginger garlic paste
Smith & Jones, the packaged food brand from Tata Consumer Products, launched a campaign with actor Rasika Dugal on how to choose ginger garlic paste. Created by The Womb, it contrasts thick, consistent paste with watery paste under the 'Taste Gajab' brand promise.
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The numbers
Figures from afaqs
- has launched a new campaign featuring actor Rasika Dugal
- Conceptualised by The Womb, the campaign uses a simple visual demonstration
- to distinguish between a thick, consistent ginger garlic paste and a watery one
Why it matters for the brand
Smith & Jones is using Rasika Dugal to teach shoppers to judge ginger garlic paste by thickness and consistency, so operators should expect more questions about texture and make sure shelf and category messaging backs up that quality cue.
What to track next
- Smith & Jones launching a second 'Taste Gajab' film or a product extension within the next few months
- Tata Consumer Products commentary on Smith & Jones or packaged food growth in its next quarterly results call
- A rival launching a comparative or quality-focused ginger garlic paste campaign
- A complaint or ruling on the campaign from the advertising self-regulator
- Shelf visibility or ranking of Smith & Jones pastes on quick-commerce apps during the campaign run