MUMBAI: In recent time, we have seen a tremendous increase in the divide between India and Pakistan. Be it ideological, diplomatic, or military, these two countries spar on almost every front. In the lieu of these tensions, Badshah Masala's #HumareYahan Campaign has tried to decrease the ideological divide these two countries. #HumareYahan pushes notice to how certain traditions between India and Pakistan are similar and how these two sister countries are related.
The scene opens to a bedroom cluttered with bags and clothes. Manno’s daughter, Dimple, has just returned from the US and is settling back to life in Mumbai. While she is showing her mother pictures from her time in US, a picture comes up wherein Dimple is posing with a boy. An intrigued Manno asks Dimple who the boy is and she reminds her mother about her friend, Saad. Manno immediately recollects that Saad is a Pakistani boy and taunts her daughter with the same. Dimple shuns her taunt and Manno heads towards the kitchen to cook. Dimple then coyly asks Manno if she could go to meet Saad as he is in town and Manno is hesitant for the same. After much deliberation, Manno agrees to the lesser of two evils and asks Dimple to invite Saad over for dinner. The video cuts to the evening, wherein a well-dressed Saad rings the bell to Dimple’s house. What happens next will amaze Manno:
Jhaveri Industries MD Kailash Jhaveri said,”As we are inching closer to a 70th Independence Day, there is no better time to contemplate the ties between these two countries. We are trying our best to close this divide by starting a conversation over something that no one would decline - Swaad.”
Jhaveri Industries managing partner Hemant Jhaveri adds, “Badshah Masala has always been involved in forming connections through food. From the very beginning of this company, we have looked at food as something that can bring people from everywhere together. We are glad that we are taking this opportunity to provide another outlook to the current scenario that our country is facing.”
Gemius creative head Anushree Pacheriwal said, “It has been an incredible experience working for this campaign. From the very start, we were certain that this message needed to be out there, and that shaped the direction that this campaign took.”
The campaign is by Badshah Masala conceptualised by agency Gemius and creative head Anushree Pacheriwal, Story, Saurabh Pacheriwal. The production house is 50mm Media Productions and Director & DOP is Saurabh Desai and Ankit Mavchi.
