Smith & Jones launches new Pasta Masala campaign featuring Rasika Dugal

Smith & Jones, a food brand from Tata Consumer Products Limited, has launched a new TVC for its Pasta Masala featuring acclaimed actress Rasika Dugal. Conceptualised by creative agency The Womb, the campaign is centred on the everyday school tiffin occasion and celebrates the joy of packing a lunch that children look forward to and enjoy sharing with their friends.

The campaign positions Smith & Jones Pasta Masala as a convenient way for mothers to prepare a tasty pasta meal in minutes. The brand offers four flavours and highlights a simple preparation process involving boiled pasta, stir-fried vegetables and a pack of Pasta Masala.

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.