Geeta’s has launched a groundbreaking ad campaign that challenges traditional perceptions of Indian food.
- The campaign, Geeta Bit Naughty, features pixelated imagery to stir curiosity and break food conventions.
- Led by Edinburgh’s Insiders, it aims to inject creativity and fun into the Indian food category.
- Photographer Joe Giacomet captures the unusual use of Geeta’s products to engage a broader audience.
- The initiative seeks to encourage experimentation with Indian flavours in everyday meals.
In a bold move to shake up the Indian food category, Geeta’s has unveiled an ambitious advertising campaign titled “Geeta Bit Naughty.” This innovative campaign, spearheaded by Edinburgh’s creative agency Insiders, features images of Geeta’s products utilized in unconventional ways, with the food pixelated to provoke thought and avoid offending traditionalists.
The strategic aim of the campaign is encapsulated in the words of Eleanor Bridgman, Sales and Marketing Director at Geeta’s, who expressed the brand’s aspiration to “inspire foodies to add the depth, variety and excitement of Indian flavours to everyday meals and snacks.” She emphasised the campaign’s mission to encourage culinary exploration and playfulness with flavours.
Insiders has played a central role in conceptualizing this campaign, with co-founder Rory Gilbride highlighting its purpose to allow consumers to experiment with Indian flavours as freely as they do with other popular condiments. The campaign creatively challenges the status quo, inviting a humorous and unexpected take on Indian cuisine.
Photographer Joe Giacomet has contributed significantly by capturing images of pixelated dishes such as spaghetti bolognese, chicken burgers, and fajitas, underscoring the expansive potential of Indian flavours beyond traditional dishes. Joe Giacomet is known for his work with prominent brands including The Guardian and McDonalds.
Through this campaign, Geeta’s not only seeks to transform consumer perceptions but also aims to establish a new narrative for Indian cuisine that prioritises flavour over conventional presentation.
Geeta’s campaign exemplifies a strategic push towards redefining Indian culinary experiences through creative advertising.
