Following a successful campaign launch in October 2024, the UK’s leading premium Indian brand, Geeta’s, saw a 27% rise in sales vs last year i . This rise makes Geeta’s the fastest growing mainstream Indian ambient brand, overtaking some of the Indian ambient category’s brand leaders.
Following the success of the campaign, the second burst of ‘Geeta Bit Naughty’ launches on 3rd February 2025 and will run until April 2025. At the same time, autumn 2024 NPD will also go into deeper distribution, including Seasoning Sachets and Flavoured Roti Flatbreads in Sainsbury’s.
Created with the company’s new agency partner Insiders, this is Geeta’s biggest marketing investment to date, a healthy £1.5 million. The campaign activity is set to reach over 30 million consumers between October 2024 and April 2025 and with a positive first burst of the campaign, the brand is confident it will see this target reached.
‘The first burst of this campaign has had such an impressive impact for the brand,’ says Eleanor Bridgman, Director of Sales & Marketing at Geeta’s.
‘To be recognised as the UK’s leading premium Indian brand is one thing but to have now claimed the title as the fastest growing main steam Indian ambient brand sets us off to a strong start for 2025. This campaign is our largest investment yet, reinforcing our commitment to the growth of the Indian category.’
‘We’ve seen a significant impact on our sales, as well as positive customer sentiment and many exciting combinations of flavours from customers pushing the boundaries and exploring new ways to use Indian flavours in their cooking.’
The second burst of the ‘Geeta Bit Naughty’ campaign will include nearly 1000 sites across UK wideoutdoor including roadside (digital and static) and London rail station screens, building on the 2500+ sites in the first burst.
‘The “Geeta Bit Naughty” campaign brings to life our brand mission of inspiring everyday foodies to add the depth, variety and excitement of Indian flavours to everyday meals and snacks”, says Bridgman.
‘We’re very excited to see this second burst of “Geeta Bit Naughty” come to life and are hoping to see even more sensational flavour combinations and consumers grow in confidence when trying new ways of exploring and experiencing food.’
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