Geeta's goes back on TV with second campaign

Premium Indian food brand Geeta’s is adding heat to the chutney category with the launch of a brand-new TV ad campaign, which highlights Geeta’s authenticity – including that it is made in India to a traditional family recipe – and overall versatility.

Only the second-ever TV ad to be created for the brand, Geeta’s "Real Flavour of India" TV campaign will run on Sky until 20th March and is part of a half-a-million-pounds multi-channel brand investment for 2022 across TV, digital, social media, PR and influencer activity, demonstrating Geeta’s ongoing commitment to brand building and growing the Indian foods category.

Geeta’s second foray into TV comes off the back of its highly successful first TV ad campaign in summer 2021, which saw significant results for the brand with sales up 17 per cent on the previous year. Geeta’s now has the number-one Indian chutney line in the UK, is the second-largest brand in the Indian Chutneys & Pickles category, according to the latest Nielsen data, and it was the only brand to see overall growth in the Indian category in the last 12 months.

Geeta’s other product lines, including its Premium Lime & Chilli Chutney and Premium Pomegranate & Mango Chutney, are also proving increasingly popular with consumers.

“2021 was a hugely successful year for Geeta’s, with 50 per cent sales growth, taking us to being a £6million brand," said Nitesh Shah, Director of Business Development. "Not only did we witness an attitude shift amongst consumers towards Indian cooking and Indian flavours outside of the traditional curry meal occasion, but consumers also chose to recognise the true authenticity of Indian brands on the supermarket shelf.

“Which is why, for our latest TV campaign, we felt it was important to reinforce what makes Geeta’s the Real Flavour of India. Our Premium Mango Chutney is the UK’s best-selling Indian chutney and the secret to our success is that we’re still making it in India, inspired by the original family recipe where the mangoes are grown, and the spices are expertly blended, delivering a flavour and quality standard which is unrivalled in the market.”

Previous research by Geeta’s has shown that over a third of people who buy Indian chutneys use them for other dishes such as sandwiches or cheese and biscuits. Which is why the campaign suggests that "the next time you’re having just about anything" you can add a little flavour with Geeta’s.

“Geeta’s is all about inspiring consumers to add great tasting Indian flavours to all meal and snack occasions, thereby offering retailers opportunities to boost incremental sales,” added Shah.