Geeta’s, a premium Indian food brand, has introduced an innovative advertising campaign, concealing images of its dishes.
- This campaign, titled ‘Geeta Bit Naughty’, is the first collaboration with Edinburgh’s creative agency, Insiders.
- Geeta’s aims to rejuvenate the Indian food category by challenging traditional presentation norms.
- The campaign encourages culinary experimentation, promoting Indian flavours as a versatile addition to everyday meals.
- Photographer Joe Giacomet captures the playful essence, depicting Indian flavours in unconventional settings.
Geeta’s, recognised for its premium Indian cuisine, has unveiled a pioneering advertisement that seeks to inspire consumers to rethink the role of Indian flavours in everyday dining. The campaign, intriguingly titled ‘Geeta Bit Naughty’, employs a creative strategy by deliberately pixelating images of the food. This unusual presentation is designed to pique curiosity and redefine expectations, pushing the boundaries of traditional food advertising.
The campaign marks a significant collaboration between Geeta’s and the Edinburgh-based agency, Insiders, known for its innovative creative approaches. By intentionally obscuring the dishes, the campaign aims to stir interest and inspire food enthusiasts to experiment with Indian flavours beyond conventional culinary boundaries. Eleanor Bridgman, Geeta’s Sales and Marketing Director, emphasises the brand’s mission to ‘encourage people to branch out – to be playful with flavours and try something new.’
This initiative signifies a strategic shift in how Geeta’s wants to position itself within the Indian food sector. The chosen imagery intentionally strays from the norm, featuring familiar dishes such as spaghetti bolognese, chicken burgers, and fajitas adorned with Indian spices, concealed to ‘avoid offending purists.’ Rory Gilbride, co-founder of Insiders, highlights the campaign’s aim to challenge the typical British culinary approach to Indian flavours, likening it to how sriracha is casually used in kitchens throughout the UK.
Renowned photographer Joe Giacomet, known for his work with high-profile clients such as The Guardian and McDonald’s, captures this groundbreaking concept. Through his lens, the campaign embodies the essence of flavour and innovation, encouraging viewers to perceive Indian cuisine as a creative canvas rather than a rigid tradition. This move not only seeks to highlight the versatility of Geeta’s products but also invites a broader audience to embrace culinary diversity.
Geeta’s new campaign successfully positions Indian cuisine as an adaptable and exciting element of modern cooking, inviting audiences to explore and enjoy bold flavours.
