Anyone in any doubt about how you can replicate classic curry house dishes at home need look no further than the latest ad campaign by Patak, which taps into 60 years of family heritage to show exactly what can be created in a home kitchen.
Devised by agency Ourselves, in collaboration with Michael J Ferns at Rattling Stick, the campaign brings this story to life, from restaurant to home.
the7stars handled strategic planning and buying and developed an AV campaign to inspire authentic curry creation in people’s homes, revolving around the TV screen and reflecting the diversification of viewing in 2026.
The ad, which will run across broadcaster TV, VOD and YouTube from this week, opens in an Indian restaurant kitchen, where a chef is frying off a curry past. The voiceover states: “In any proper curry it’s the paste you can taste…” it then switches to a woman cooking in her own kitchen as the voiceover continues: “But you don’t have to be a chef to master that masala, with Patak’s spice pastes, anyone can cook like a curry house.”
The Associated British Foods-owned brand claims that its rich heritage, combined with its renowned spice blending expertise, makes its brand the most trusted, preferred, accessible and authentic choice for Indian food.
Patak UK marketing director Chris Heyn said: “We’re so excited to be ‘heroing’ Patak’s Spice Pastes in this fantastic new campaign. Patak’s is all about helping people take their Indian cooking further and this campaign is designed to show them how they can do just that with our Spice Pastes.’
Ourselves executive creative director Aaron Howard added: “Spice paste has a rich history, so we felt it was important to represent this. Family photo walls are an endearing feature in many of my favourite Indian restaurants and provided us with an engaging and authentic way to tell that story.”
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