Mumbai: Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has secured the digital mandate for Badshah Masala, a heritage spice brand from India. As the new digital partner, Tonic Worldwide aims to grow Badshah Masala’s business through integrated brand communication.
Rooted in tradition, Badshah Masala, with its range of basic and blended spices, remains the preferred choice for households seeking authentic ingredients and quality taste. Their iconic jingle, “Swad Sugandh ka Raja, Badshah Masala,” evokes strong, positive emotions of great taste and aroma across generations.
Speaking on the digital mandate, Badshah Masala CEO Rehan Hasan said, “We are happy to partner with Tonic Worldwide for our digital mandate. Digital is a key platform where our consumers spend significant time, and it will play a crucial role in keeping our brand top of mind. We needed a partner who understands our brand values and consumer needs in the digital space. Tonic Worldwide’s experience with multiple staple brands and their strong grasp of our core target group made them the ideal choice.”
Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt added, “We are thrilled to add Badshah Masala to our portfolio. Many of us have grown up with Badshah Masala in our kitchens, its fragrance making us hungry before the meal was even ready. It’s an integral part of our lives, and it’s a privilege to help reignite that love and make the brand appealing to new-age homemakers.”
The account will be managed by Tonic Worldwide’s Mumbai office.
Mumbai: Badshah Masala, a renowned spice brand in India, especially dominating the Western markets of Gujarat and Maharashtra, has launched its latest regional campaign, showcasing a rejuvenated perspective and a modernized approach. Established in 1958, Badshah Masala carries a venerable legacy, consistently delivering a unique array of spices that have garnered a steadfast following. Recognized as a household name, the brand achieved iconic status with a memorable ad campaign jingle in the 90s, further cementing its prominence in the spice industry.
In the past year, Badshah Masala has undertaken a strategic endeavour to breathe new life into its brand, carefully preserving its illustrious legacy and distinctive brand elements. This comprehensive revamp encompasses a change in packaging, product offerings, and communication strategies, meticulously tailored to resonate with the evolving aspirations of the modern Indian consumer. The positive consumer feedback indicates a growing consumer base, and the impactful April campaign, drawing inspiration from the iconic 90s campaign, has notably heightened the brand’s visibility and resonance in the market.
The latest campaign, designed to further elevate brand saliency, focuses on iconic Badshah products tailored for consumers in the key states of Gujarat and Maharashtra. The campaign highlights Badshah’s expertise in assisting consumers in creating locally relevant and beloved preparations. It narrates compelling stories of how Badshah makes it convenient for individuals to craft rich and unique culinary experiences at home. Specifically, the campaign shines a spotlight on iconic dishes such as Pav Bhaji and Mutton for the Maharashtra market, and Undhio and Masala Tea for the Gujarat market.
This goes beyond just displaying products; it breathes life into Badshah Masala’s promise of helping you easily master your favourite local dishes at home. The creative side of the campaign aims to capture the heart of these culinary journeys through eye-catching visuals and stories that connect with our audience’s tastes.
Badshah Masala CEO Rehan Hasan said, “Embarking on this flavourful journey, our aim with this campaign is to empower our consumers to effortlessly recreate cherished local dishes in the warmth of their kitchens. At Badshah Masala, we’ve put together a smart cooking approach. It not only reflects our commitment to real flavours but also makes it easy for you to cook your favourite iconic dishes. We’re on a mission to bring Badshah’s expertise straight to your kitchen, effortlessly weaving local flavours into your daily culinary adventures.”
Havas Worldwide India CCO Anupama Ramaswamy said, “Having a specific target audience for this campaign posed a unique challenge in establishing that emotional resonance. We delved deeply into the regional intricacies, threading the fabric of family bond through the culinary lens. This process demanded meticulous attention yet yielded immensely gratifying results. Immersing ourselves in these vibrant cultures was an exhilarating journey. Witnessing the campaign not just come alive but deeply resonate within these markets was an incredibly fulfilling experience.”
Badshah Masala’s regional campaign is a celebration of tradition, flavour, and the joy of culinary exploration. By expertly blending its rich legacy with a modern approach, Badshah Masala continues to be the preferred choice for households seeking authentic and high-quality spices that elevate everyday meals to extraordinary experiences.
