MUMBAI: Now here’s some food for thought: Eastern, Kerala’s leading spice and masala brand, is stirring the pot with its new campaign “Sambar Poru” (Battle of Sambar). The playful film celebrates the state’s age-old love affair with sambar, a dish that comes in as many variations as Kerala has districts.
The brand’s consumer research revealed two camps of loyalists: those who swear by the classic balanced version, and those who prefer the punchier kayampodi (asafoetida-heavy) profile. Rather than choosing sides, the brand is embracing both, spotlighting its Sambar Powder and Thani Nadan Sambar Powder.
The TVC brings this to life through a light-hearted culinary face-off between a mother and daughter, each defending her sambar style. As relatives gather and the son-in-law plays the enthusiastic referee, both sambars win equal love.
“Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes,” said Girish Nair, CEO of eastern business unit. “This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state.”
Elango M, vice president of FCB India added, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device [sic].”
Running from 21 August to 15 September across TV, radio, cinema, digital and on-ground activations, the campaign promises to keep Kerala talking and tasting.
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