Mumbai, November 11, 2025: Rakesh Masala, one of India’s most trusted and celebrated spice brands with a strong leadership position in Bihar, Jharkhand and Uttar Pradesh, has unveiled its latest pan-India campaign featuring Indian megastar Hrithik Roshan. Produced by HRX Films, and conceptualised by Collective Creative Labs (CCL), the campaign reinforces its core promise of delivering unforgettable taste through its wide range of premium-quality spices.
As Rakesh Masala looks to expand its footprint across the country, the brand aims to connect with a new generation of consumers who already enjoy experimenting with diverse food experiences. In a category that has multiple players and a defined tone and manner, the campaign aims connect with the audience via humour, showcased via representation of moments from Hrithik Roshan’s life – from his time on set to behind-the-scenes conversations – portraying him as not just a global icon but also a consumer who savours and appreciates the authentic, unmatched taste of food made with Rakesh Masala.
The integrated campaign primarily consists of three films, set across different moments, highlighting the unmatched taste of Rakesh Masala to come alive.
Commenting on the exciting collaboration, Mr. Ajhay Kumar, Managing Director- Rakesh Masala, said: “Rakesh Masala has been a household name for decades, loved for its authentic taste and quality. As we mark our 50th year, we are proud to join hands with Megastar Hrithik Roshan to take this legacy forward. With his credibility and universal appeal, Hrithik embodies the values of excellence and trust that Rakesh Masala has stood for, and together we are confident of resonating with audiences across India.”
The campaign goes live across television, digital, print, OOH and radio, ensuring a wide-reaching, multi-platform presence. From cinematic TVCs to short-form digital videos, the content has been created to appeal to both legacy audiences in Rakesh Masala’s stronghold markets and new consumers nationwide.
Talking about bringing the campaign to life, Mr. Eshaan Roshan, CEO- HRX Films, said: “This campaign was designed to focus on storytelling against the backdrop of humour that would resonate with the audience Pan-India. We merged the attributes of Rakesh Masala with the personal qualities of Mr. Roshan, striking a balance between the brand and Hrithik’s star power.”
Award-winning content studio Collective Creative Labs, part of Collective Artists Network conceptualised the campaign’s humorous twist, a rare approach in the spices category. This creative departure ensures the campaign stands out, capturing attention while still grounding the story in Rakesh Masala’s promise of unforgettable taste.
