Smith & Jones Launches New Pasta Masala Campaign with Rasika Dugal Celebrating the Joy of School Tiffins
CE DESK 
Friday, September 4, 2026: Tata Consumer Products-owned brand Smith & Jones has launched a new television commercial for its ₹5 Pasta Masala seasoning, spotlighting the everyday school lunchbox ritual. Conceptualised by advertising agency The Womb and produced by Good Morning Films, the 30-second campaign film features acclaimed actress Rasika Dugal as a mother managing her child’s popular school tiffin.
The commercial opens with a young boy returning home from school and cheerfully handing over empty lunchboxes to his mother, played by Dugal. When asked how the pasta tasted, he excitedly shares that not only he, but his classmates Aryan, Tanisha, and Joyce loved it so much that they all want it packed for lunch tomorrow. The narrative then cuts to the simple cooking process boiling pasta, tossing in sauteed vegetables, adding the Smith & Jones Pasta Masala sachet, and mixing before showing a classroom full of children happily digging into their tiffins. Dugal signs off with the campaign’s core brand line: “Taste Gajab”
Deepika Bhan, President, Packaged Foods, Capital Foods & Soulfull, Tata Consumer Products, said, “Every mom hopes for the same thing at the end of the school day, that the tiffin comes back empty. At Smith & Jones, we want to make that a little easier for moms with super tasty pasta that kids genuinely enjoy. This campaign is inspired by those everyday lunch-break moments that many of us remember fondly, friends sharing food, and creating lovely memories around the lunch table.”
Heval Patel, COO, The Womb, said, “Right through our journey of consumer explorations and product tasting, we realised that Smith & Jones Pasta Masala along with convenience is also an emotion. It not only makes the kids happy but also puts the mother on a pedestal. We carried this feeling forward in our creative expression, the signature line ‘Taste Gajab’ expresses both taste and emotion.”
The 360-degree campaign is rolling out across television, digital, and social media channels to drive category penetration and position the ₹5 Pasta Masala sachet as an affordable, quick solution for making delicious pasta at home.
