Premium Indian food brand, Geeta’s has launched an “ambitious” new ad campaign – pixellating out the food.
Geeta bit Naughty is its first creative from Edinburgh’s Insiders and is intended to shake-up the Indian food category.
The photos show Geeta products being used in unusual ways, so unusual that the food’s been hidden “to avoid offending purists.”
“Brits have a deep and abiding love for Indian food,” said Eleanor Bridgman, Sales and Marketing Director, Geeta’s.
“We’re aiming to reinvigorate the category with our mission: to inspire foodies to add the depth, variety and excitement of Indian flavours to everyday meals and snacks. We want to encourage people to branch out – to be playful with flavours and try something new. We want people to open their minds, and mouths, to new ways of enjoying Indian flavour.
“The launch of this campaign marks a big change in how we want to be seen within the Indian food category. Insiders really understood this, and delivered us a brilliant team to create work we adore.”
Insiders has exclusively revealed that some of the pixelated plates are a spag bol, a chicken burger and fajitas.
They were shot by photographer Joe Giacomet, who has also worked on campaigns for The Guardian, Gymshark, Jaffa Cakes and McDonalds.
“This was such a great campaign to work on. Geeta’s has ambitions to do the thing we always talk about: breaking conventions with stand out creativity to try something new. Just like Geeta’s products themselves, in fact,” added Rory Gilbride, co-founder at Insiders.
“While Brits are happy to pour sriracha onto almost anything, we don’t feel as confident with indian favours. So this campaign gives us all permission to do just that. It’s humorous, unexpected, and it’s not about the purity of the finished dish but about flavour, and how powerful that can be.”
