Badshah Masala rolls out a trendsetting campaign, 'The Older, The Wiser'

With a pinch of 'Maverickism', Badshah Masala is taking the responsibility to undo the orthodox
Badshah Masala rolls out a trendsetting campaign, 'The Older, The Wiser'
Photo - Badshah Masala

After serving for more than 60 years globally, the renowned homegrown brand Badshah Masala is coming with a new campaign to promote the sense of responsibility in males towards the kitchen. According to the company, it is believed that cooking is an art that anyone can acquire, but in India, it is a belief that only women belong to the kitchen. With its unorthodox views, Badshah Masala is working to break this stereotype and encourage men to step into the kitchen. Its new launch of the blend of exotic spices, Paneer Butter Masala, is coming along with this one-of-a-kind campaign, promoting a further contemplation of male participation in the kitchen.

So, through considering the nationwide love that this dish receives, Badshah Masala has launched its very own blend of spices to make India's favorite Paneer Butter Masala. The company said that when it becomes impossible to decide what to cook based on "kuchh bhi bana do," then Paneer Butter Masala is the go-to menu option for most of the households in India. But this spicy and sweet gift is not coming alone; it promotes the initiative to increase male engagement in the kitchens.

To make this initiative more visible and effective, it has filmed an advertisement. A mother tells her son that his grandmother advised his father to use Badshah Masala. Now, like his grandmother, she is urging him to step into the kitchen with Badshah Masala. This advertisement signifies the propensity of revolution in the male-dominated society and the inclination of one of the most trusted and old brands towards modernization.

Commenting on the new campaign, Hemant Jhaveri, managing partner, said, " As being one of the most experienced and trusted Indian spices brands, it is our responsibility to serve our customers with best, and also we owe the society or its love that it is showering on us from more than six decades. So, in return, with our expertise in blending exotic spices to make one incredible taste, we have launched Paneer Butter Masala with an initiative to increase male engagement in the kitchens. We are confident that like this new blend of spices, our initiative will also become a part of our customers' lives."

Badshah Masala is an Indian spices manufacturer brand that has served for more than six decades to the world. They also produce Instant Tea Masalas with innumerable different flavors. As India is a field of aromatic and exotic spices, Badshah Masala claims that it is picking these herbs from the best of these fields and blending them to make a wide range of Masalas for different dishes like Biryani Pulao Masala, Chana Masala, Curry Masala, Dhansak Masala, and many more.

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