Pataks Campaign Brings Curry Sauce Magic to Family Kitchens

Creative Studio Ourselves launch new spot for Pataks with ‘Curry Saucerer’s Apprentice’.

Curry is a big dinner hit in the UK with over one third of the population using a ready-made sauce at dinnertime. Meal kits were created to involve the cook a little more in the process, but until now have only been designed to serve couples. So the challenge was to drive awareness of the new Curry Creations kits that can feed a family of four – in three simple steps. With people being more involved in the experience than simply a pour-over sauce, it’s magic in the making for the whole family.

Aaron Howard, creative director at Ourselves says, “The innovation in Patak’s Curry Creations has made the process feel pretty magical. Seeing it through a child’s eyes was a fun way to bring that to life, with a Tikka Masala appearing in front of their eyes.”

Charlotte Peterson, brand controller at Pataks says, “We are super proud of our magical new TV ad for Patak's Curry Creations, this year’s breakthrough Indian innovation.”

The spot ‘The Curry Saucerer's Apprentice’ was created in partnership with Ben and Alexis @ Sourcy and is live across screens nationwide.