The taste of paneer stays top of the mind with Suhana Masala

Suhana Masala has rolled out a campaign to highlight its wide range of paneer curry mixes. 

 

Conceptualised by Sideways, the film features a young boy enjoying a paneer dish. As the boy continues to devour the dish, the father of the boy enters the kitchen and tells the mother they have been called to their son's school by the principal. The principal conveys that there is something wrong with the way their son is associating English alphabets. When the boy is probed to narrate English alphabets by the principal, he associates each letter with a paneer dish. 

 

Vishal Chordia, director - marketing and strategy, Suhana, said, "Indians love their food, and it is this love that inspires Suhana to work tirelessly to bring to them the myriad flavours they enjoy. This means constantly developing spices and mixes for a range of ingredients they want to savour now and then. And, of course, for most Indians, Paneer is one such magical ingredient. For us making ads is a way of letting people know that we understand their love for food."

 

Sameer Sojwal and Sreekumar Puthan Veetil, creative leads, Sideways, said, “Paneer to us Indians isn’t just an ingredient; it’s an emotion. We’ve tried to capture that in a quirky way through a family that’s literally ‘mad over paneer’. And through it all, we wanted to showcase how Suhana understands this emotion and hence is the best choice for just about anybody who loves paneer.”

 

CREDITS: 

Client: Pravin Masalawale

Brand: Suhana

Agency: Sideways

Leadership: Abhijit Avasthi and Sonali Sehgal

Creative: Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Neha Shefali

Strategy: Mitali Kamath

Account management: Sneha Nair, Baneet Singh Chandhok