Cookme Spices has embarked on a promotional spree of its range of ready masalas. The press and television promotion will use the (Bengali) catchline Ektu khani Cookme, anek khani jiban (Just a little Cookme, and a lot of life). “The line was adopted to convey the purity of the Cookme range,” Srenik Sett, who has been managing the account, said.
The advertising will be accompanied by door-to-door promotion of the range and distribution of recipe booklets with purchases.
The promotion shall especially advertise about the new dial-in service and focus on Cookme being just a phone call away for the busy housewife or working woman keen to stock her home with instant spice mixes for cooking.
Instant spices and their mixed varieties have come into prominence with more and more women taking to the professions.
The masala industry is largely unorganized, with a handful of companies comprising the organized sector.