Badshah Masala Campaign Turns Tradition Into Pop Culture Magic

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Badshah Masala Brings Kajol Devgan and Badshah Together for a Flavour-Packed Campaign

Badshah Masala, a trusted name in Indian kitchens for the past 67 years, is proud to launch its latest campaign aimed at strengthening its pan-India presence by bringing together two cultural icons, Kajol Devgan and Badshah.

Badshah Masala has long been known as a family-run Indian spice brand that grew from a small Mumbai-based operation into a name recognised across the country. Over the decades, it has built trust by focusing on consistent taste, aroma, and quality, which are key factors for Indian households when choosing spices. In recent years, many legacy food brands have worked to refresh their image so they can connect with younger buyers while still holding on to older, loyal consumers. This campaign fits that wider trend, where familiar brands use popular faces from film and music to speak to different age groups at the same time.

The films go beyond product storytelling, offering immersive experiences that blend taste, culture, and entertainment. The first film features a flavour-packed rap battle between Kajol and Badshah, set to a reimagined Badshah Movie theme song that bridges the brand’s heritage with today’s pop culture.

Indian advertising has increasingly moved towards storytelling that feels like short entertainment pieces rather than simple product ads. Music, humour, and friendly rivalry are often used to make commercials more memorable. Rap music, in particular, has found a strong place in Indian pop culture over the past decade, especially among younger audiences. By using a rap battle format, the campaign taps into this trend while still keeping the focus on food and family, which are central to the brand’s identity.

The film reimagines the iconic Badshaah jingle “Swaad Sugandh Ka Raja” in a fresh, contemporary style. With Badshah lending his voice to the jingle, it gains a whole new flavour and energy. Overall, the film is a fun watch that beautifully brings out the rich legacy of the Badshah Masala brand while building strong recall and emotional affinity among diverse audiences across India.

Badshah Masala is a Brand. Jingles have played a significant role in Indian advertising history, often remaining in public memory for decades. Updating a well-known jingle instead of replacing it helps brands keep their heritage alive while making it sound modern. Badshah’s involvement adds a current musical style that many young viewers already enjoy, while older viewers still recognise the familiar tune. This balance is important for brands that want to remain relevant without losing their original character.

At Badshah Masala, our endeavour has always been to stay rooted in authenticity while remaining relevant to today’s consumer. Kajol perfectly embodies the warmth, trust, and strong family connection that Badshah stands for across Indian households. Through this new TVC, we aim to reinforce our core proposition of unmatched taste and aroma, while strengthening our emotional bond with consumers across markets. Badshah lending his voice to the iconic Badshah jingle is a perfect fit, and the playful banter between Kajol and Badshah brings the product benefits alive, memorably and engagingly.” Mr Amit Bakde, COO, Badshah Masala, said.

Kajol has been a familiar and trusted face in Indian cinema for many years, often associated with family-oriented films and roles that evoke strong emotions. Brands frequently choose such personalities to reflect reliability and warmth. In the food and spice category, trust is especially important because products are linked to health, tradition, and daily meals. By pairing Kajol’s screen image with the brand’s message, Badshah Masala strengthens its position as a dependable choice for home cooking across regions and generations.

“When you bring Kajol and Badshah together, it’s like the perfect recipe. You get taste, drama, and unforgettable entertainment in one go. The film is all about fun and energy, with a playful rap battle between them that makes food feel larger than life. That’s the essence of this campaign to showcase how Badshah Masala is not just a spice, but the secret ingredient that can turn a kitchen into a stage, a meal into a memory, and an everyday food into something extraordinary.” Ms Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, said.

Creative agencies today focus heavily on turning everyday products into emotional stories. Havas Worldwide India has worked on several campaigns where culture and human emotion take centre stage. Kitchens are often shown as spaces of creativity and bonding in Indian homes, and this idea connects well with audiences. By presenting cooking as something joyful and expressive, the campaign goes beyond selling spices and instead sells an experience. This approach helps the brand stay visible in a crowded market where many products offer similar functional benefits but compete for attention through storytelling and emotional connection.