When the creative process for Goldiee began, it was underscored by the realization that the masala category is quite cluttered. Positioning the brand was no easy task and we sought a defining point for the product - we asked, what sets Goldiee apart?
We studied the manufacturing process and noted Goldiee's insistence on using fresh spices. This made a considerable difference in the taste and fragrance of the masalas. Hence, our first campaign drew attention to the premium quality and freshness of the product. It featured Smita Bansal and the tagline was "Nayi Fasal Ke Shudhh Goldiee Masale!" The campaign ran for 5 years and created a space for Goldiee in the market, setting the stage for its next big leap.
In 2015, we roped in Salman Khan as the brand ambassador for the next campaign series which explored the importance of food in relationships. People come together at the dinner table and bond over cuisine - precisely what Goldiee wanted to celebrate. Thus, the tagline "Jahaan Jaaye Rishtey Banaye."
We highlighted the importance of different masalas in everyday life and culture. For instance, our Kitchen King Masala film is set at a wedding where Goldiee enriches the taste of the feast. The Hing film is set in an office where the employees don't finish their tiffins until the food is cooked with Goldiee. It was our aim to capture the shades of India through these ads.