Rasika Dugal Steps Into School Tiffin Moments for Smith & Jones Pasta Masala Campaign

Conceptualised by The Womb, the new campaign focuses on quick pasta preparation, four flavour options and familiar lunch break moments, with a rollout across television, digital and social media

Smith & Jones, a food brand from Tata Consumer Products Limited, has launched a new television campaign for its Pasta Masala featuring actress Rasika Dugal.
Centred on the everyday school tiffin, the campaign focuses on the familiar experience of children sharing lunch with friends and parents looking for convenient ways to add variety to school meals.
Conceptualised by The Womb, the campaign positions Smith & Jones Pasta Masala as a quick preparation option for pasta.

According to the company, the product is available in four flavours. The preparation involves boiling pasta, tossing it with stir fried vegetables and adding a pack of Smith & Jones Pasta Masala without requiring additional ingredients.
The campaign uses the school lunch setting to connect the product with the idea of children enjoying and sharing their tiffins with classmates.
Deepika Bhan, President Packaged Foods, Capital Foods & Soulfull at Tata Consumer Products, said, “Every mom hopes for the same thing at the end of the school day, that the tiffin comes back empty. At Smith & Jones, we want to make that a little easier for moms with super tasty pasta that kids genuinely enjoy. This campaign is inspired by those everyday lunch-break moments that many of us remember fondly, friends sharing food, and creating lovely memories around the lunch table.”

The creative approach also draws on consumer interactions and product tasting undertaken during the development of the campaign.
Heval Patel, COO, The Womb, said, “Right through our journey of consumer explorations and product tasting, we realised that Smith & Jones Pasta Masala along with convenience is also an emotion. It not only makes the kids happy but also puts the mother on a pedestal. We carried this feeling forward in our creative expression, the signature line ‘Taste Gajab’ expresses both taste and emotion”
Rasika Dugal fronts the television commercial as the campaign connects the product with school tiffins, convenience and children’s food preferences.
The campaign will be released across television, digital and social media platforms.

ABOUT SMITH & JONES
Smith & Jones is part of the food portfolio of Tata Consumer Products Limited. Its offerings include Pasta Masala and Ginger Garlic Paste.

ABOUT TATA CONSUMER PRODUCTS LIMITED
Tata Consumer Products Limited brings together food and beverage businesses under the Tata Group.
Its portfolio includes tea, coffee, water, ready to drink beverages, salt, pulses, spices, ready to cook and ready to eat products, breakfast cereals, snacks and mini meals.

Its 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 food portfolio includes Tata Salt, Tata Sampann, Tata Soulfull, Organic India, Ching’s Secret and Smith & Jones.
According to the supplied company information, Tata Consumer Products reaches 290 million households in India and has a consolidated annual turnover of ₹20,290 crore, with operations across Indian and international markets.

At Prittle Prattle News, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.