Dentsu Creative Webchutney serves up joy in Annapoorna Masalas’ new Chicken Masala film
Annapoorna Masalas, a popular brand under Gemini Edibles & Fats India Ltd (GEF), has launched a new campaign via Dentsu Creative Webchutney for its signature Chicken Masala variant. Featuring the playful line “Taste’la, Feeling’la Vera Level” (“In both taste and feeling, it’s next level”), the film celebrates the simple joy that food brings to the table.
The campaign aims to strengthen brand awareness across Tamil Nadu (a southern Indian state) and reinforce Annapoorna Masalas’ position as the go-to choice for trusted quality and delightful taste. Built around a catchy tune and a vibrant song-and-dance sequence, the film features a group of children enjoying the taste of a home-cooked chicken curry. We see the young protagonist excitedly telling his friends just how special his mom’s cooking hits different sensory notes and how one secret ingredient, Annapoorna Chicken Masala, takes it to the next level.
For over five decades, Annapoorna Masalas has been a trusted name in Tamil kitchens. This campaign taps into that deep emotional connection, bringing together taste, nostalgia and togetherness in a fun, contemporary way. The film is now live across television, digital and social media platforms. Alongside driving strong emotional recall, the campaign supports the brand’s larger ambition of increasing market share and driving trials across Tamil Nadu in the coming months.
Indrajeet Mookherjee, CEO, Dentsu Creative Webchutney said, “We had one goal – to turn the conversation around cooking towards Annapoorna Masalas. This campaign leverages a sweet and memorable format to highlight the brand’s authenticity and legacy of bringing unforgettable taste to the table.”
Chandra Shekhara Reddy, Sr. Vice President, Sales & Marketing-GEF India commented, “We wanted to create a fun and memorable campaign that brings a smile to people and leaves them with a clear message that if they’re cooking traditional chicken curry or any other traditional Tamil cuisines, it has to be with Annapoorna Masalas.”
Chetan Pimpalkhute, Head, Marketing-GEF India added, “Everyone loves a compliment, and when your cooking can inspire a song and dance, then you know it’s genuine. We used Tamil kuthu beats to create a catchy tune that will resonate with children and adults alike. The innocence of children shines through this film, bearing the undeniable truth that Annapoorna Masalas elevates your cooking to the next level.”
