Royle Family's Craig Cash directs £5m Patak's TV ad starring company's chairman

LONDON - Indian food brand Patak is relaunching with a £5m campaign directed by Craig Cash, the writer and actor who plays Dave Best in the BBC's sitcom Royle Family.

The commercial is Patak's first TV campaign in five years and the first ever ad directed by Cash.

The TV advertising campaign created by JWT London, with a media spend of £3.5m, breaks in early October and is designed to reinforce the brand's strong family heritage with the emotive strapline: ‘Patak's, Why Britain Loves Curry.'

The relaunch includes new packaging, new and improved recipes and new products.

The ads reflect the Pathak's family history, and features current company chairman and CEO Kirit Pathak as a young child.

Kirit is the son of LG Pathak who came to the UK with his family in 1957 and started the Patak's business from a small shop in Drummond St, London selling Indian ingredients and specialties.

In the commercial Kirit is shown helping his mother and father make and deliver curry pastes and sauces to the local community, with the ads closing on a visual of the real Kirit Pathak today.

In addition to the TV adverts, the marketing activity includes a new website, PR and a loyalty programme. There will also be a million-pound investment in shopper-focused marketing activity such as sampling, shelf barkers and added- value promotions.

The brand's packaging will also be refreshed with a vibrant, strong, authentic new design featuring easy to use back-of-pack information, to help consumers recreate a restaurant experience at home.

Product firsts include an ‘oven bake' Biryani Sauce range, a Butter Chicken sauce recipe to appear in the ambient aisle, and restaurant-quality side dishes, Easy Saag Aloo, Easy Mushroom Bhaji, Easy Bombay Potato and Easy single-use paste sachets.

In addition, Patak's pastes are now available with reduced salt and fat levels, in accordance with forthcoming GDA guidelines.

Tracy Hughes, AB World Foods consumer marketing & category controller said, ‘By providing quality, authentic Indian dishes which are found in many Indian restaurants, Patak's is enabling consumers to recreate this experience at home - to equally high standards but at a much lower cost.'



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage