Geeta Bit Naughty

Indian premium food brand Geeta’s has launched a bold new out-of-home (OOH) and online ad campaign, aimed at shaking up the Indian food category. The ‘Geeta bit naughty’ campaign, which began on Monday, 7th October, showcases Geeta’s products in unconventional ways—so unconventional, in fact, that the foods in question have been pixelated to avoid upsetting purists. The campaign was created by the agency Insiders.

In three eye-catching executions, people are seen enjoying Geeta’s products in dishes like spaghetti Bolognese, chicken burgers, and fajitas. However, the actual food is hidden from view to emphasise the playful culture clash between traditional Indian food and non-traditional pairings.

The campaign's photography is bold, bright, and impossible to miss, shot by renowned photographer Joe Giacomet, who has also worked on high-profile campaigns for brands like The Guardian, Gymshark, Jaffa Cakes, and McDonald’s.

This launch coincides with Geeta’s significant product range expansion, which now includes rotis, seasonings, and side dishes alongside the brand's signature chutney. It also represents Geeta's biggest marketing investment to date.

Eleanor Bridgman, Sales and Marketing Director at Geeta’s, commented on the campaign: “Brits have a deep and abiding love for Indian food. Our mission is to inspire foodies to add the depth, variety, and excitement of Indian flavours to everyday meals and snacks. We want to encourage people to be playful with flavours and try something new.”

She added, “This campaign marks a significant shift in how we want to be seen in the Indian food category. Insiders truly understood this and delivered a brilliant team to create work we adore.”

Rory Gilbride, co-founder at Insiders, expressed his excitement: “Geeta’s has ambitions to break conventions with standout creativity, just like their products. While Brits are comfortable adding sriracha to almost anything, we don’t see the same confidence with Indian flavours. This campaign gives us permission to experiment. It’s humorous, unexpected, and focuses on the power of flavour, not the purity of the dish."