Hrithik Roshan Spices Up Rakesh Masala’s Next Chapter
Rakesh Masala celebrates 50 years and signs Hrithik Roshan as brand ambassador to bring modern flair to its heritage cooking-spice brand.
Prakhar
Legacy meets star power as Rakesh Masala marks its 50th anniversary and brings on board Hrithik Roshan as its new brand ambassador. The grown-up spice company is leaning into its five-decade journey in Indian kitchens and aiming to engage a younger generation without losing the trust of its existing audience.
Founded in the mid 1970s, Rakesh Masala has grown from a humble regional player into a national brand offering over 80 products across spices, flours, snacks and oils. With Hrithik Roshan’s association they plan a campaign that blends nostalgia (the spice-storied kitchens of old) with fresh, everyday authenticity and humour.
In the new campaign, the actor emphasises that “spices are the soul of Indian cooking” and expresses pride in representing a brand that “celebrates our culinary heritage with integrity and innovation”. The brand leadership echoes this by stating the partnership is meant to carry their legacy forward—”Swad jo reh jaye yaad” (the taste that stays in memory) is the tagline behind the positioning.
The campaign will run across TV, digital and retail platforms. They emphasise humour in the storytelling: food is serious in flavour but doesn’t always have to be serious in tone. By combining the actor’s mass appeal, the brand’s deep roots, and a light-hearted narrative style, Rakesh Masala hopes to refresh its image while reaffirming trust in its core offerings.
For the consumer, it signals a spice brand that knows its heritage but isn’t stuck in the past. For the market, it highlights how FMCG brands are using premium celebrity endorsement plus story-driven content to reposition themselves in saturated categories.
In summary: Rakesh Masala enters its golden year with flair, star power and a message that the kitchen legacy lives on—in every Indian home.
.jpg?w=1200&ar=40%3A21&auto=format%2Ccompress&ogImage=true&mode=crop&enlarge=true&overlay=false&overlay_position=bottom&overlay_width=100){kind=small}
