The celebrated Indian food brand Geeta’s has launched an innovative advertising campaign aimed at revitalising the Indian food sector in the UK.
- In collaboration with Edinburgh’s renowned agency Insiders, the campaign introduces a playful approach, intentionally pixelating food images to intrigue viewers.
- Geeta’s seeks to inspire culinary creativity by encouraging consumers to incorporate Indian flavours into everyday meals and snacks.
- Photographer Joe Giacomet contributes his expertise to the campaign, known for his work with The Guardian and multinational brands.
- The campaign champions the notion that authenticity lies in flavour exploration rather than traditional dish presentation.
Geeta’s, a premium Indian food brand, has recently unveiled an audacious advertising campaign in the United Kingdom, designed to reinvigorate the Indian food sector. By strategically obscuring images of its products, the campaign seeks to ignite curiosity among viewers and challenge traditional perceptions of Indian cuisine.
In partnership with the distinguished Edinburgh-based creative agency Insiders, the campaign is part of a broader mission to encourage a playful and innovative engagement with Indian flavours. As Eleanor Bridgman, Sales and Marketing Director at Geeta’s, articulately noted, there is a desire to “inspire foodies to add the depth, variety and excitement of Indian flavours to everyday meals and snacks.” This initiative encourages consumers to experiment and enjoy Indian cuisine in new and diverse ways.
Professional photographer Joe Giacomet, who boasts an impressive portfolio that includes collaborations with notable entities such as The Guardian, Gymshark, and McDonald’s, has lent his visual artistry to the project. His expertise ensures that the imagery aligns with the campaign’s unconventional yet engaging message—a testament to the campaign’s strategic planning and creative execution.
Rory Gilbride, co-founder at Insiders, has praised the campaign’s ability to dissolve conventions and foster a bold new way of experiencing Indian flavours. Recognising the British propensity for experimenting with condiments like sriracha, the campaign provides a similar platform for Indian flavours, stressing the power of taste over the conventional aesthetics of dish presentation.
Overall, the ‘Geeta bit Naughty’ campaign aims to redefine consumer engagement with Indian cuisine, shifting the focus from traditionalism to the exploration of bold and varied flavours. This initiative not only highlights Geeta’s ambition and creativity but also showcases a pivotal shift in the culinary landscape within the UK.
Geeta’s campaign successfully challenges traditional norms, encouraging a playful exploration of Indian flavours.