Geeta’s, the Indian food brand behind the Premium Mango Chutney, has appointed a new agency to deliver its mission to add inspirational Indian flavour to everyday eating.
Launched by Geeta Samtani and her husband Beni in the early 1990s, the company soon expanded beyond its mango chutney range to offer onion and lime and chilli chutneys, as well as Spice & Stir cooking sauces and curry pastes and roti flatbreads.
Now it has appointed Insiders, an agency founded in 2022 by Josh Clarricoats and Rory Gilbride which has offices in Shoreditch and Leith, to devise a new brand platform to drive further growth, that will launch late this summer; the first campaign is due to follow in the autumn.
Geeta’s sales and marketing director Eleanor Bridgman said: “In the UK, we love to be creative with our food. Spice is now a major ingredient for British cooks and we’ve always been open to new ways of doing things.
“Geeta’s has made a name for itself with its beloved chutneys – but we know that we have so much more to offer foodies and home cooks. We want to tell the world how exciting, versatile and accessible Indian flavours are and how easily they can form part of so many dishes.”
“We are excited that Insiders’ work growing other food brands will help us develop a campaign that takes our brand message out in a fresh, creative way that just can’t be ignored.”
Clarricoats added: “Geeta’s understands being creative, innovative and cutting through – it’s in-built into every one of their products.
“Their range has been a foodie favourite for more than 30 years, and their ambitions are to take that up a step – helping Britain understand how to use Indian flavours in a more interesting, versatile way and beyond just ‘making a curry’. Between the new brand approach and the campaign to follow, we know this one will really shake up the Indian food category.”
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