• Number 1 Ambient Indian brand launches TV advert which has been in development for two years
  • The new TV advert delivers the brand’s ‘Patak’s Makes Perfect’ message and, via a rich family heritage and spice blending expertise, shows how Patak’s gives consumers the confidence to cook delicious Indian food at home
  • The TV advert is directed by BIFA and Grammy-nominated director, Fred Scott, and is set to air on television channels ITV, Channel 4 & Sky Channels, On Demand via ITV Player, All4 and SkyGo, and YouTube from 10th January 

Worth more than £60m in value sales and boasting a 27.4% value share of the Ambient Indian Category*, Patak’s believes the new ‘Patak’s Makes Perfect’ campaign will build on the previous, well-loved and recalled advert featuring a depiction of family member, Kirit Pathak. The new Patak’s advert celebrates the brand’s heritage and the Pathak family, showing how they have continually strived over multiple generations to perfect recipes that give consumers the confidence to make delicious Indian Food at home.

The creative follows each generation’s journey, starting from their humble beginnings in Gujurat, India, to the present day, as they tweak and improve the recipes over time to create the perfect pastes and sauces that have made the brand the number one preferred choice for consumers today. Concluding with a scene featuring chef and Pathak family member, Anjali Pathak, cooking at home, the film shows Patak’s pastes at the heart of a delicious and enjoyable Indian meal.

Patak’s has partnered with creative advertising agency, BMB, to launch the ‘Patak’s Makes Perfect’ campaign, which has been in development for two years. Airing on 10th January until 10th April 2022, Patak’s is working with media agency the7stars to handle media output in the UK and ROI with a budget of over £1m, via terrestrial and On Demand programmes across ITV, Channel 4 and Sky Channels, as well as YouTube.

Chris Heyn, Director of UK World Foods Marketing at AB World Foods, comments: “Patak’s has been the staple of Indian cooking at home for millions of UK households for generations. We want to remind viewers that if they’re creating Indian food at home, Patak’s is the only choice as there are generations of Pathak family experience, knowledge and care in every jar, ready to help them give their family and friends delicious, authentic dishes every time.” 

* Source: Nielsen Scantrack data to w.e. 04.12.2021.

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