Smith & Jones, a food brand under Tata Consumer Products Limited, has rolled out a new television commercial for its Pasta Masala range, featuring actor Rasika Dugal. Conceptualised by creative agency The Womb, the campaign uses the everyday school tiffin as its emotional anchor, tapping into the joy children feel when sharing a meal their friends actually look forward to.
At its core, the campaign speaks to a challenge most parents know well – keeping school lunches interesting without adding to the daily grind of preparation. Smith & Jones positions its Pasta Masala, available in four flavours, as a simple way to bring variety into tiffins without extra effort. The film walks through the process: boiling pasta, tossing in stir-fried vegetables, and mixing in the masala for a dish designed to appeal to children’s tastes while staying quick to prepare.
The narrative leans heavily into emotional payoff – the quiet satisfaction of a tiffin returning empty, and the small social moments that unfold when kids swap food during lunch break.
Deepika Bhan, President, Packaged Foods, Capital Foods & Soulfull at Tata Consumer Products, said every mother hopes for the same outcome at day’s end: an empty tiffin box, and that the brand aims to make that easier through pasta kids genuinely enjoy.
Heval Patel, COO of The Womb, noted that beyond convenience, the product carries real emotional weight for both kids and mothers, an idea reflected in the campaign’s tagline, “Taste Gajab,” which blends flavour with feeling.
The campaign will run across television, digital, and social platforms.
