Smith & Jones Puts Pasta Masala In The School Tiffin
Smith & Jones has built its new Pasta Masala campaign around the school tiffin, with Rasika Dugal as the mother and The Womb on creative duties.
- Brand: Smith & Jones Pasta Masala, from Tata Consumer Products
- Face of the film: Rasika Dugal
- Creative agency: The Womb
- Tagline: Taste Gajab
- Media: television, digital and social platforms
The Insight The Pasta Masala Film Is Built On
Deepika Bhan, president of packaged foods at Capital Foods and Soulfull, put the brief in one line: every mother hopes for the same thing at the end of the school day, which is that the tiffin comes back empty.
That is a sharper target than tastiness. An empty tiffin is a verdict delivered without words, by a child who had every opportunity to trade the contents away or leave them. It gives the film a measurable outcome to dramatise rather than an adjective to assert, and it is the reason the classroom scene, not the kitchen, carries the payoff.
Convenience Doing Emotional Work
The product argument is straightforward. Boil the pasta, stir-fry some vegetables, mix in the masala, and it is done, across four flavour varieties. It is a preparation short enough to survive a school morning, which is the actual competitive set rather than other pasta brands.
Heval Patel, chief operating officer at The Womb, made the more interesting claim: that alongside convenience, the product is also an emotion. That is the harder half of the brief, because convenience is a rational purchase driver and emotion is what makes a repeat one. Casting Rasika Dugal rather than a generic screen mother is part of the same calculation, and putting the camera on the children eating rather than on the cooking is the other part. The film closes on the classroom rather than the pack, which is a confident choice for a category that usually does the reverse. More campaign coverage.
Advertisement
