Friday, September 22, 2023

Patak’s launches new ‘Patak’s Makes Perfect’ TV advert

Worth more than £60m in value sales and boasting a 27.4% value share of the Ambient Indian Category*, Patak’s believes the new ‘Patak’s Makes Perfect’ campaign will build on the previous, well-loved and recalled advert featuring a depiction of family member, Kirit Pathak. The new Patak’s advert celebrates the brand’s heritage and the Pathak family, showing how they have continually strived over multiple generations to perfect recipes that give consumers the confidence to make delicious Indian Food at home.

The creative follows each generation’s journey, starting from their humble beginnings in Gujurat, India, to the present day, as they tweak and improve the recipes over time to create the perfect pastes and sauces that have made the brand the number one preferred choice for consumers today. Concluding with a scene featuring chef and Pathak family member, Anjali Pathak, cooking at home, the film shows Patak’s pastes at the heart of a delicious and enjoyable Indian meal.

Patak’s has partnered with creative advertising agency, BMB, to launch the ‘Patak’s Makes Perfect’ campaign, which has been in development for two years. Airing on 10th January until 10th April 2022, Patak’s is working with media agency the7stars to handle media output in the UK and ROI with a budget of over £1m, via terrestrial and On Demand programmes across ITV, Channel 4 and Sky Channels, as well as YouTube.

Chris Heyn, Director of UK World Foods Marketing at AB World Foods, comments: “Patak’s has been the staple of Indian cooking at home for millions of UK households for generations. We want to remind viewers that if they’re creating Indian food at home, Patak’s is the only choice as there are generations of Pathak family experience, knowledge and care in every jar, ready to help them give their family and friends delicious, authentic dishes every time.”


For more information visit


A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.

Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.