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Reliving the essence of food as an expression to life with Kashmir Banaspati

What lights up our face like nothing else? FOOD!

As a nation that loves and celebrates FOOD like no other, FOOD has always been an experience as opposed to being something only for consumption. We not only create food but also use it as an expression to showcase what’s inside us, our creativity – the artist within us!

For an artist, the canvas that displays its art is foremost. Not only do you want your canvas to be the best looking while encompassing all that is ‘good’, you put your heart and soul in to it so that it becomes a meaningful excuse for a million moments and memories.


We came across Kashmir Cooking Oil & Banaspati’s recent TV campaign; which beautifully presents khaana as a bahana. How? The answer is simple! Whether it’s a plain ol’ apology or you want to make someone happy, food becomes that one fair medium through which you can express what you truly want to say. Hence, it’ll be absolutely right to say that for all possible moments in life, food becomes the excuse to take things forward.

Hence, “Khaana toh bahana hai!”

Through this new communication launch, Kashmir as a ‘brand of generations’ has not only successfully highlighted the real emotional flavors of life but has also strengthened its place as the essential cooking companion which uses food as a meaningful excuse to create moments.


The TVC starred everyone’s favorite superstar Ali Zafar and the gorgeous Maya Ali.

Ali Zafar is shown to be the modern day husband who is an amateur home-cook as well, trying to bring Maya Ali – a young, ambitious housewife, back home using khaana as a bahana by expressing himself and his feelings. The concept beautifully captures the relationship dynamics of a young couple and how food is the ultimate tie that brings everything& everyone together.

Not only this, we also saw a series of OOH executions including billboards, streamers as well as print ads and radio ads with little stories of people using khaana as a bahana to ease their way through life… how quirky and cute! The digital assets were seen to be equally active and engaging.



One of the most important things to look at in the TVC is how the husband is cooking as opposed to showing how women only ‘belong’ in the kitchen. Moreover, he’s also seen researching as to what he has to cook and tries to do the best he can to bring his wife home (Take notes, husbands!). Now, this isn’t something you see everyday and this should surely be encouraged!

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