MUMBAI: Sauces, dressings and dips brand, Veeba, has launched its first national marketing campaign, with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

Starring Amit Sadh and Shruti Seth in an endearing relationship, the campaign aims to inspire and capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day. The campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of TapRoot Dentsu, and MSix.

Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal. ‘Aaj Kya Khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that enabler in every kitchen with its wide range of authentic tasting as well as better-for-you products that can unleash that creativity.

VEEBA food services founder and MD Viraj Bahl says, “With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion. Even though we are relatively new in the retail space, the response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the brand awareness and recall, creating a platform for future growth.”

Taproot Dentsu creative head Titus Upputuru adds, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food. This is where we found the sweet spot for Veeba’s first television campaign.”

mSix India leader Saket Sinha says, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put our best to deliver the desired outcome for Veeba.

The campaign has four creative expressions and will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.