Patak's has been the household staple of Indian cooking for generations. However, not everyone knows the authentic story behind the family's success. With a confident new brand platform, "Patak's makes perfect" we set out to draw a culinary line from past to present, bringing to life the family's century-long quest for perfection.
We collaborated with Anjali Pathak, a member of the founding family, throughout the process.
Anjali provided photos of her parents and relatives, some of which are visible in the final scene. We also dressed sets with vintage Patak's tins, plus artwork and photos from their very own history room.
Anyone with a keen eye may notice the notebook used by Grandma Pathak reappears in the kitchen scenes from each generation.
97
Brand fluency score (exceptional)
4.2
Star rating (strong)
3x
Improvement in rank against all condiments ads tested
Results based on industry data from System1
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