Hrithik adds star flavour to Rakesh Masala’s 50th year

MUMBAI: Rakesh Masala has turned up the heat on its 50th anniversary, partnering with HRX Films and roping in megastar Hrithik Roshan for its new pan-India campaign, Swaad Jo Reh Jaaye Yaad. Conceptualised by Collective Creative Labs, the campaign blends humour, nostalgia and the unmistakable taste that has seasoned Indian kitchens for five decades.

The films feature Hrithik in light-hearted, slice-of-life moments, from set antics to candid off-screen conversations, revealing the superstar’s love for authentic flavours made richer with Rakesh Masala. It’s a playful reminder that even icons savour the simple joy of a perfectly spiced meal.

“Rakesh Masala has been a household name for decades, loved for its authentic taste and quality,” said Rakesh Masala managing director Ajhay Kumar. “As we mark our 50th year, joining hands with Hrithik Roshan feels like the perfect way to take our legacy forward.”

Produced by HRX Films, the campaign celebrates both brand and star power. “We wanted to tell a story rooted in humour and relatability,” said HRX Films CEO Eshaan Roshan. “By merging Rakesh Masala’s timelessness with Hrithik’s charisma, we created something that speaks to audiences across India.”

With a mix of TVCs, digital shorts, print and outdoor buzz, the campaign spices up screens nationwide, proving that great taste, much like great cinema, always leaves you wanting more.