THIS WEEK: Patak’s signs up Hollywood film director for TV

Patak’s Indian Foods has signed up the Hollywood film-maker Roland Joffe

to shoot its first national television campaign, which will break in the

new year.

The company is also boosting its advertising budget by a third, to

pounds 1m, for the campaign, aimed at building a reputation for culinary

expertise onto its authentic Indian positioning.

The ad is shot in India and directed by Joffe, who is best-known for The

Killing Fields and The Mission. It airs on terrestrial and satellite TV

in January.

Created by Travis Sennett Sully Ross, this is the first new work for

Patak’s in two-and-a-half years and will be its first national

television cmpaign.

‘Our earlier advertising was more about authenticity and establishing

Patak’s in its own right,’ said managing director David Page.

‘This campaign emphasises the expertise in the brand. We were looking to

create a memorable ad other than the usual approach that shows the

chopping of peppers.’

This article was first published on Marketing