Bengaluru, 07th October 2026: Smith & Jones, a leading food brand from Tata Consumer Products Limited and makers of their Ginger Garlic Paste which is India’s No. 1* Cooking Paste, has unveiled a new campaign featuring Rasika Dugal aimed at helping consumers understand what to look for in a Ginger Garlic Paste in a playful and engaging manner.
As the Ginger Garlic Paste category continues to grow, consumers have more choices than ever before. However, awareness of what differentiates one paste from another remains limited. Through a simple visual demonstration, the campaign highlights an easy-to-observe cue, helping consumers distinguish a thick, consistent Ginger Garlic Paste from a watery one and make more informed choices. As the campaign puts it, ‘Ho Gaya Na Paste Ka Paste Aur Paani Ka Paani.’
Speaking on the campaign, Ms. Deepika Bhan, President Packaged Foods, Capital Foods & Soulfull at Tata Consumer Products, said ” Trying new recipes and experimenting with different ingredients can sometimes feel intimidating, but with Smith & Jones, we want to make it super simple. This campaign reflects the same belief”
Heval Patel, COO, The Womb, said: ‘’Smith and Jones is the ginger garlic paste category leader. Today, when the category is treated as a commodity, there was an opportunity for Smith and Jones to spark a conversation about how to identify good ginger garlic paste that can deliver on rich and consistent taste. The film, which falls under the brand promise of ‘Taste Gajab’, illustrates how the right ginger garlic paste provides the right base for making incredibly tasty dishes.”
The campaign will roll out across television, digital and social media platforms: https://youtu.be/v1DhLF77GGU
About Tata Consumer Products Limited
Tata Consumer Products Limited is a consumer products focused company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Organic India, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of 290 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of Rs. 20,290 Crs with operations in India and many international markets.
