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Sauce brand Veeba brings out the innovator in every kitchen in its first ad

Conceptualised by Taproot Dentsu, the campaign tries to depict the brand’s relationship with the creativity in the Indian kitchens with the tagline ‘Aaj kya khaoge’

Click on the Image to watch the TVC.

Veeba, a leading brand name in sauces, dressings and dips, has launched its first national marketing campaign to align itself closely with the creativity in Indian kitchens under the strapline ‘Aaj kya khaoge?’. The campaign was created in partnership with TapRoot Dentsu and MSix.

‘Aaj kya khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that ‘Enabler’ in every kitchen.


Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal.

Viraj Bahl, Founder, Veeba, said, “As a brand that is in tune with the young and modern Indian, we are sensitive to the changing dynamics in the kitchen. With Veeba every member of the family could cook and consume the food. Even though we are relatively new in the retail space, response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the Brand Awareness and Recall, creating a platform for future growth.”


The campaign will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.

Titus Upputuru

Titus Upputuru, Creative Head, Taproot, Dentsu, said, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food! This is where we found the sweet spot for Veeba’s first television campaign, ‘Aaj kya khaoge?’ As the husband and wife duo get creative with Veeba, they engage in playful banter that derives its inspiration from everyday conversations over food.”


Saket Sinha, Leader, mSix India, added, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi-channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put in our best to deliver the desired outcome for Veeba.”

The TVC: 



Creative Agency: Taproot Dentsu

General Manager: Harjot Narang

Creative Head: Titus Upputuru

Creative Team: Titus Upputuru, Vishal Mittal, Vishnudas Kunchu, Niloy Duttagupta

Account Management: Sunita Prakash, Antara Mitra, Ayush Jain

Planning: Anand Murthy

Films: Dawa Lama

Director (of the film): Soaeb Mohammed

Producer: Anand Menon, Milin Shah

Production House: Earlyman Films

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