MAM
Smith & Jones adds ‘Tadka’ to its noodles variant; launches new campaign
MUMBAI: Food brand Smith & Jones has launched a promotional campaign for its newly launched noodles variant, ‘Tadka Marke‘.
The campaign comprises a television commercial (TVC) and the sponsoring of kids-targeted programmes like Shinshan and Kiteretsu on Hungama TV, Hannah Montana on Disney, Power Rangers on Jetix, The Spectacular Spiderman and Jhakaas Zorori on Cartoon Network and Hanuman and Ninja boy on Pogo.
As part of the activity, Smith & Jones has also launched a school contact programme that encapsulates more than 3200 schools pan India. It has also placed advertisements on school stationary and notebooks.
Said Capital Foods MD Ajaay Gupta, “Kids represent an important demographic to us as marketers because they have their own purchasing power; they influence their parents‘ buying decisions and they‘re the adult consumers of the future.”
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
