Badshah Masala takes consumers down memory lane with new rendition of 'Swaad Sugandh Ka Raja' jingle

Badshah Masala has launched a new campaign which consists of a new rendition of its ‘Swaad Sugandh Ka Raja, Badshah Masala’ jingle.

The new version of the jingle focuses on different consumption occasions through the prism of family and the time we spend with our loved ones while retaining the essence of the original tune.

With Dabur acquiring the legacy brand last year, Badshah Masala has overhauled its product range and has added new products like spices and spice mixes to its portfolio.

The brand’s creative mandate is being handled by Havas Worldwide India. The agency that has played a key role in refreshing the old jingle will oversee the brand’s marketing communication going ahead.

Badshah Masala Chief Executive Officer Rehan Hasan said, “Badshah Masala is a household name in the spices and seasonings category in India. The jingle has been associated with Badshah Masala for decades and has become synonymous with the brand. The new version reflects the brand's commitment to quality and its roots in India's rich culinary heritage. We believe that it will strike a chord with the consumers and remind them of the authentic Indian flavours that Badshah Masala provides. The new jingle will be used in all Badshah Masala's advertising campaigns across various media platforms, including television, radio, and social media.”

Havas Worldwide India Chief Creative Officer, Anupama Ramaswamy said, “It was quite interesting to rehash the iconic jingle that has been etched in our minds for 40 years, while retaining its crux and feel. Therefore, while ideating we kept the angle of modern families, the new and healthy equation between them as well as changing roles, to make the ad more contemporary, aspirational, and relatable. There is no doubt that the new version of Badshah Masala ad is modern but at the same time there are situations which brings out beautifully the legacy of the brand.”

“We are thrilled to bring onboard Badshah Masala in Dabur’s Foods portfolio and believe the addition will not only strategically expand our business but will also build on its existing legacy for all future intents and purposes. We aim to live up to consumer’s expectations of the premium and quality spices and spice mixes in the years to come. With Dabur’s acquisition of the legacy brand last year, Badshah Masala has overhauled its product range and has added new products like quality spices and spice mixes to its portfolio,” Hasan added.

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