The campaign highlights the difference between thick, consistent ginger garlic paste and watery alternatives, bringing the brand’s ‘Taste Gajab’ promise to life.
National, October 23, 2026: Smith & Jones, a leading food brand from Tata Consumer Products Limited, has launched a new campaign featuring actor Rasika Dugal to encourage consumers to pay closer attention to the quality of ginger garlic paste they use in their everyday cooking.
The campaign aims to help consumers make more informed choices in a growing market where several products compete for attention, but the differences in quality may not always be immediately apparent. Through a simple and engaging visual demonstration, the campaign highlights the distinction between thick, consistent ginger garlic paste and watery alternatives.
Bringing the message to life through the tagline “Ho Gaya Na Paste Ka Paste Aur Paani Ka Paani,” the campaign encourages consumers to look beyond the packaging and recognise the consistency of the product they choose for their kitchens.
Speaking about the campaign, Deepika Bhan, President – Packaged Foods, Capital Foods & Soulfull at Tata Consumer Products, said the brand aims to make cooking and experimenting with different recipes simpler for consumers. She added that the campaign reflects Smith & Jones’ commitment to making everyday cooking experiences more accessible and enjoyable.
Heval Patel, COO of The Womb, said the campaign addresses an opportunity to educate consumers about identifying quality ginger garlic paste in a category where products can often be perceived as interchangeable. He explained that the film demonstrates how the right ginger garlic paste can provide a flavourful and consistent foundation for preparing delicious dishes, reinforcing the brand’s ‘Taste Gajab’ promise.
The campaign will roll out across television, digital and social media platforms, extending its message to consumers across multiple channels.
With Rasika Dugal at the centre of the campaign, Smith & Jones aims to bring greater attention to product consistency while encouraging consumers to make more informed choices about an essential ingredient in Indian cooking.
Watch the campaign film:
Note: The brand’s “India’s No. 1” claim has not been included as an independently verified fact.
