Halcyon Media creates an all new campaign for Badshah Masala


Halcyon Media, a fast expanding content and communication agency, has created a mouth watering campaign showcasing popular cuisines across the country. In an effort to reach out to people from new markets, the agency has created an unconventional film presenting a slice of life from India’s food map.

The campaign features the legendary Badshah masala jingle, one that has topped the charts of popular Indian jingles over the decades. The new film uses the already hit jingle, with a fresh perspective and a new look that addresses the brand’s need to connect with a young urban audience. Breaking away from the conventions of featuring homemakers, women, home kitchen and festival set ups – the film projects real life characters in real life backdrops across iconic food destinations of India, male cooks, street food vendors and urban Indian faces.

Jyotshna Kalita, Managing Director and Creative Head of Halcyon Media said, “The consumer we have at the core of this campaign is a foodie at heart, indulges in cooking, has an opinion about what spices to be used and explores popular food joints in search of authentic taste. Ours is a country where culinary business has men as a major stakeholder. We have reinterpreted our communication to reach out to them as well.”

Commenting on the campaign,Hemant Jhaveri, Managing Partner of Jhaveri Industries adds, “Badshah Masala has received a lot of love and loyalty from a cross section of consumers over the years. This campaign strategically features people from multiple religious and cultural backdrops.”

As the campaign goes for a soft launch pan India, the brand is gearing up to expand its business into a host of new markets across the country. Commenting on the aggressive expansion plans Kailash Jhaveri, Managing Partner of Jhaveri Industries says, “We plan to build relationships, with fresh consumers in fresh markets. We are increasing our ad spends to 18% from earlier 11%. Retaining the old jingle is a well thought-through move as it gives us instant brand connect. We believe this campaign will give us the desired mileage.”

Halcyon Media Pvt Ltd is co founded by Harish Shaktawat, a media buyer and Jyotshna Kalita, a creative professional. Its clientele includes Badshah Masala, Crystal, Indofil, CyberPower (Taiwan), Reliance Broadcast Network and Usher Agro amongst others.

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