Cooking spices brand Rajah is launching its first television ad.
The brand hits the airwaves for the first time this month in a £100,000 campaign running until the end of November, and will be on air during the key Diwali celebrations next month.
Running on key Asian satellite and cable channels Zee TV and Alpha Punjabi, the 30-second ad will be supported by a commercial on Sunrise Radio.
The campaign also coincides with Rajah’s role as official supporter and poppadom supplier of Kingfisher World Curry Week, which starts on October 17, and its sponsorship of current West End production Deranged Marriage.
Rajah marketing executive Lynda McAinsh said the new activity was aimed at raising the brand’s profile among its key target audience.
The brand’s sole major multiple listing is with Asda, and it also has a presence in chutneys.
McAinsh said: “In light of increasing competition in this sector, we wanted to raise the profile of Rajah, reminding consumers of the values and quality associated with the brand.”
The new television ad concentrates on Rajah’s range of spices and opens with an aerial shot of a dull and flat-looking plate of food.
It then shows viewers what could be achieved by employing a bit more imagination and Rajah’s spices.
It ends with a much more appetising plateful and the tagline ‘Raising the flavour’.