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Smith & Jones taps Rasika Dugal to teach shoppers how to pick ginger garlic paste
Our read
Smith & Jones is more likely to keep building the 'thick, consistent paste' cue and extend 'Taste Gajab' to other products than to drop it after one flight.
For operators
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.
Watch
Smith & Jones launching a second 'Taste Gajab' film or a product extension within the next few months
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The report
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.
Reported figures
From the report. Source details below
- 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
What to track next
- 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