Suhana masala launches new campaign with Sideways

Suhana is among western India’s most loved masala brands. While their expertise and position as a dominant player in this category is well established, they wanted to expand their footprint and increase market share by moving into newer categories. They had identified Curry Mixes as the segment they wanted to venture into, and within that, from a communication perspective, they wanted to start by talking about their wide range of Paneer Mixes.

In India, no matter where you are, you’ll find a dish that celebrates this very special ingredient – Paneer. The fact that it is enjoyed across the country across cuisines is proof of its popularity. Suhana understood this fixation we as a country have with paneer, and has come up with a wide range of Paneer Mixes.

The task was to capture this emotion and to communicate it through a quirky yet endearing story. The story is an effort to talk to the ‘paneer lover’ in each one of us and leave us with the message that if you love paneer so much, you have to love Suhana’s Paneer Mixes. Because no one can make paneer as enjoyable as Suhana.

Sameer Sojwal and Sreekumar Puthan Veetil, Creative Leads, Sideways, said, about the campaign, “Paneer to us Indians isn’t just an ingredient; it’s an emotion. We’ve tried to capture that in a quirky way through a family that’s literally ‘Mad Over Paneer’. And through it all, we wanted to showcase how Suhana understands this emotion and hence is the best choice for just about anybody who loves paneer.” 

Vishal Chordia, Director - Marketing & Strategy, Suhana, said: "Indians love their food and it is this love that inspires Suhana to work tirelessly to bring to them the myriad flavours they enjoy. This means constantly developing spices and mixes for a range of ingredients they want to savour every now and then. And, of course, for most Indians, Paneer is one such magical ingredient. For us making ads is a way of letting people know that we understand their love for food."

Agency Credits: Sideways

Leadership: Abhijit Avasthi, Co-Founder | Sonali Sehgal, Co-Founder
Creative: Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Neha Shefali
Strategy: Mitali Kamath
Account Management: Sneha Nair, Baneet Singh Chandhok