Smith & Jones, the Tata Consumer Products-owned food brand, has launched a new TVC for its Pasta Masala featuring actor Rasika Dugal. Conceptualised by The Womb, the campaign is centred on the everyday school tiffin occasion and the joy of packing a meal that children enjoy and share with their friends.
The campaign positions Smith & Jones Pasta Masala as a convenient way for parents to add variety to children's lunchboxes. The product is available in four flavours and can be prepared by boiling pasta, adding stir-fried vegetables and mixing in the Pasta Masala, without the need for additional ingredients.
Deepika Bhan, President, Packaged Foods, Capital Foods & Soulfull, Tata Consumer Products, said, “Every mom hopes for the same thing at the end of the school day, that the tiffin comes back empty. At Smith & Jones, we want to make that a little easier for moms with super tasty pasta that kids genuinely enjoy. This campaign is inspired by those everyday lunch-break moments that many of us remember fondly, friends sharing food, and creating lovely memories around the lunch table.”
Heval Patel, COO, The Womb, said, “Right through our journey of consumer explorations and product tasting, we realised that Smith & Jones Pasta Masala along with convenience is also an emotion. It not only makes the kids happy but also puts the mother on a pedestal. We carried this feeling forward in our creative expression, the signature line 'Taste Gajab' expresses both taste and emotion.”
The campaign will be rolled out across television, digital and social media, focusing on the idea of a lunchbox meal becoming a favourite among classmates.
