Suhana impresses nosey grandmother's senses

Suhana has rolled out a campaign to highlight its new ready to mix chilli powder. 

Conceptualised by Sideways Consulting , the film showcases how well seasoned cooks rarely judge by taste. It brings alive through the humorous lens of a ‘picky daadi’ (picky grandmother) in a household. It depicts the grandmother of the houe sniffing out every small detail of what is going on her house. She eventually sniffs Suhana’s new chilli powder that has a distinct aroma and catches her attention. 

Vishal Chordia, director – strategy, marketing and finance, Pravin Masalewale (Suhana), said, “We debuted in the Gujarat market back in 2009 and are now elated to further expand our product range. The renewed marketing initiative in Gujarat with a special product range and a multimedia marketing campaign will reinforce our existing legacy, broaden our customer base, and contribute towards our business expansion plans. We are delighted to have partnered up with Sideways Consulting, Altivyst Advisors, and Corcoise Films to bring this vision to life.”

Abhijit Avasthi, founder, Sideways, said, “We’ve always done humorous films for Suhana, rooted in real-life insights. So when it came to launching a chilli powder with a distinct aroma, we thought who better to use than someone who can sniff out everything that goes on in a house… the daadi.”

Nilay Moonje and Sameer Sojwal, ceative heads and executive creative director, Sideways, said, “When it comes to cooking, the daadi is the authority figure in most households. Our campaign uses this insight to land Suhana’s new chilli powder in the most fun way possible.”

CREDITS: 

Client: Pravin Masalewale (Suhana)

Owner: Vishal Chordia

Team: Krishna Agrawal, Rushikesh Patil

Agency: Sideways Consulting

Leadership team: Abhijit Avasthi, Sonali Sehgal

Creative: Sameer Sojwal, Nilay Moonje, Vaibhav Patil, Prashant Sinha, Kshipra Dubey, Vaibhav Patil, Aakruti Bhatt, Deepika Narvekar

Account management: Vanita D’Mello, Ricky Barretto, Farzaad Dastoor

Strategy: Siddharth Mohanty, Desiree Dsouza, Amatulla Mukadam

Production house: Corcoise Films

Director: Vishwesh Krishnamoorthy

Producers: Bhavin Gajria