Mumbai: From a small line of homemade masalas to becoming a household name in Maharashtra, Suhana has come a long way. Along with securing their legacy over time, they cracked the knack of understanding nuances of regional palates and catering to the same. Today their portfolio ranges from pure masalas to spice mixes to ready-to-cook and even ready-to-eat ranges.

Suhana now wants to take on the Gujarat spice market with the same spirit. To do so, the brand spent time with well-seasoned cooks to understand the Gujarati palate in-depth and curate specific spice powders.

Suhana thus partnered with Sideways Consulting to conceptualise a campaign to elevate their spice line in Gujarat.

While the entire category plays on taste and colour, Suhana realised that their product was winning at aroma - which gave Sideways a fresh proposition to play with.

The campaign is built around the counter-intuitive insight that - ‘the most well-seasoned cooks rarely judge by taste, but by smell.’ Sideways chose to bring this alive through the humorous lens of a ‘picky daadi’ in a Gujarati household.

Suhana’s relationship with Sideways Consulting is a long-standing one going back to their iconic ‘Mazaa aa gaya” campaigns. The new campaign reflects the same essence of cheeky fun brought to the table.

The film will be released in Gujarati and Hindi across television as well as digital platforms.

No one sniffs out what’s going on in a house like a daadi. It feels like she has a superhuman ability. So, when it came to launching Suhana’s new chilli powder that has a distinct aroma, we saw an opportunity.

Sideways’ newest film attempts to capture this insight in the most hilarious manner possible. Here’s what the team had to say about the campaign.

Pravin Masalewale (Suhana) director – strategy, marketing and finance Vishal Chordia: “We debuted in the Gujarat market back in 2009 and are now elated to further expand our product range. The renewed marketing initiative in Gujarat with a special product range and a multimedia marketing campaign will reinforce our existing legacy, broaden our customer base, and contribute towards our business expansion plans. We are delighted to have partnered up with Sideways Consulting, Altivyst Advisors, and Corcoise Films to bring this vision to life.”

Sideways founder Abhijit Avasthi: “We’ve always done humorous films for Suhana, rooted in real-life insights.

So when it came to launching a chilli powder with a distinct aroma, we thought who better to use than someone who can sniff out everything that goes on in a house… the daadi.”

Nilay Moonje & Sameer Sojwal (creative heads & ECDs, Sideways) had this to say about the campaign: “When it comes to cooking, the daadi is the authority figure in most households. Our campaign uses this insight to land Suhana’s new chilli powder in the most fun way possible.”