- Kajol Devgan and Badshah unite to spice up India’s kitchens with culture and pop
• Iconic ‘Swaad Sugandh Ka Raja’ jingle reimagined with rap, rhythm and nostalgia
• A bold campaign blending legacy, flavour and entertainment to win pan-India hearts
NE FEATURES BUREAU
AHMEDABAD, DEC 27
Badshah Masala, a name synonymous with flavour and trust in Indian kitchens for over 67 years, has unveiled a high-energy new campaign designed to amplify its pan-India appeal. The campaign brings together two cultural powerhouses — Bollywood icon Kajol Devgan and music sensation Badshah — in a celebration of taste, tradition and contemporary pop culture.
Moving beyond conventional product advertising, the campaign films offer an immersive storytelling experience that fuses food, music and entertainment. The first film features a lively, flavour-packed rap battle between Kajol and Badshah, set against a reimagined Badshah Movie theme that bridges the brand’s rich legacy with modern-day pop sensibilities.
At the heart of the campaign is a refreshed version of the iconic Badshah Masala jingle, “Swaad Sugandh Ka Raja”, now presented in a contemporary avatar. With Badshah lending his voice, the jingle gains renewed energy and attitude, making it instantly relatable to younger audiences while retaining its nostalgic charm. The result is a fun, high-impact film that reinforces brand recall and builds emotional resonance across generations.
“At Badshah Masala, our endeavour has always been to stay rooted in authenticity while remaining relevant to today’s consumer. Kajol perfectly embodies the warmth, trust, and strong family connect that Badshah stands for across Indian households. Through this new TVC, we aim to reinforce our core proposition of unmatched taste and aroma, while strengthening our emotional bond with consumers across markets. Badshah lending his voice to the iconic Badshah jingle is a perfect fit, and the playful banter between Kajol and Badshah brings the product benefits alive in a memorable and engaging manner,” Amit Bakde, COO, Badshah Masala, said.
Creative partner Havas Worldwide India described the campaign as a perfect blend of drama, flavour and fun. “When you bring Kajol and Badshah together, it’s like the perfect recipe. You get taste, drama, and unforgettable entertainment in one go. The film is all about fun and energy, with a playful rap battle between them that makes food feel larger than life. That’s the essence of this campaign to showcasing how Badshah Masala is not just a spice, but the secret ingredient that can turn a kitchen into a stage, a meal into a memory, and an everyday food into something extraordinary,” Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, said.
With this bold, flavour-forward campaign, Badshah Masala reaffirms its position as a timeless yet contemporary brand — one that continues to rule Indian kitchens by blending heritage with modern expression.
