Passage Foods hopes to demonstrate the “time saving convenience” of creating authentic at-home Indian meals through a new national media campaign.
According to the brand, the Passage to India campaign will showcase the “ease and accessibility” of preparing traditional Indian family meals in the home with a range of sauces created and prepared by chef, restaurateur, and Passage to India founder, Chris Doutre.
In a TVC created produced by full-service media and creative agency Rapid Media, the Passage to India range is shown being prepared and enjoyed by the whole family, with the chicken korma curry being voted more popular than spaghetti bolognaise by the kids.
The Passage to India range – now available through all leading supermarkets – builds on the “already successful” Passage to Asia range of products.
“The Passage to India range has been the market leading Indian cooking sauce in Australia for a number of years – with good reason” says Passage Foods Head of Marketing Heath Dickson.
“Whether it’s a mild butter chicken dish, or a more adventurous korma marinated lamb shoulder with spinach and lentils from our extensive recipe website, Passage to India has dinner sorted, and there’s no reason Indian cuisine at home can’t be as popular in Australia as spaghetti bolognaise or taco’s.
“We just need to reach more consumers and increase brand awareness – and we are confident Rapid Media’s new campaign will do the job.”