Geeta’s Aims to Shake up the Indian Food Category with Naughty OOH and Online Campaign

Leading premium Indian food brand Geeta’s, has launched an ambitious OOH and online ad campaign aimed at shaking up the Indian food category. 

The ‘Geeta bit naughty’ campaign, launching Monday 7th October shows Geeta’s products being used in unusual ways - so unusual, in fact, that the foods in question have been pixelated, to avoid offending purists. The work was created by agency Insiders.

The three executions feature people enjoying Geeta’s products  in everything from a spag bol, to a chicken burger and fajitas - with the food in each hidden from sensitive eyes.

Photography is bold, bright and unignorable, playing on this culture clash idea - and shot by acclaimed photographer Joe Giacomet, who has also worked on campaigns for The Guardian, Gymshark, Jaffa Cakes and McDonalds.

The launch coincides with a big investment in product range expansion from Geeta’s - moving into rotis, seasonings and side dishes alongside its famous chutney - and marks its biggest brand marketing investment to date. 

“Brits have a deep and abiding love for Indian food,” said Eleanor Bridgman, sales and marketing director, Geeta’s.

“We’re aiming to reinvigorate the category with our mission: to inspire foodies to add the depth, variety and excitement of Indian flavours to everyday meals and snacks. We want to encourage people to branch out - to be playful with flavours and try something new. We want people to open their minds, and mouths, to new ways of enjoying Indian flavour.

“The launch of this campaign marks a big change in how we want to be seen within the Indian food category. Insiders really understood this, and delivered us a brilliant team to create work we adore.”

Rory Gilbride, co-founder at Insiders, added, “This was such a great campaign to work on. Geeta’s has ambitions to do the thing we always talk about: breaking conventions with stand out creativity to try something new. Just like Geeta’s products themselves, in fact.

“While Brits are happy to pour sriracha onto almost anything, we don’t feel as confident with indian favours. So this campaign gives us all permission to do just that. It’s humorous, unexpected, and it’s not about the purity of the finished dish but about flavour, and how powerful that can be.”