Cook Like A Curry House — Patak’s
When it comes to Indian food, we all love our local curry house. But when it comes to cooking Indian food at home, it can be a let-down. Our belief in what we can achieve is holding us back.
Our idea — Cook like a curry house
Any Indian chef will tell you that paste is the starting point of any proper curry. It’s where it all started for the Pathak family. And it’s no big secret that Indian restaurants up and down the country use Patak’s Paste to create the richest, deepest flavour, with ease.
The campaign shows how you can to cook like your favourite curry house, all you need is the original chef’s shortcut – Patak’s paste.
Generations of knowhow and family expertise, condensed into a small pot or jar.
The film pays homage to the restaurants (and families) across the country that have inspired our tastebuds for generations with recipes handed down rather than written down. The richest, deepest flavours are just waiting to be released. And with all the hard work done, you can make the tastiest, authentic Indian food at home with ease.
Using System1’s industry-leading Star Rating test, the ad scored 5.2. That rating puts it second in System1’s all-time effectiveness ranking for the category.
