Patak’s Indian Foods has signed up the Hollywood film-maker Roland Joffe
to shoot its first national television campaign, which will break in the
The company is also boosting its advertising budget by a third, to
pounds 1m, for the campaign, aimed at building a reputation for culinary
expertise onto its authentic Indian positioning.
The ad is shot in India and directed by Joffe, who is best-known for The
Killing Fields and The Mission. It airs on terrestrial and satellite TV
Created by Travis Sennett Sully Ross, this is the first new work for
Patak’s in two-and-a-half years and will be its first national
‘Our earlier advertising was more about authenticity and establishing
Patak’s in its own right,’ said managing director David Page.
‘This campaign emphasises the expertise in the brand. We were looking to
create a memorable ad other than the usual approach that shows the
chopping of peppers.’