TOPS Launches ‘Foodies Ka Choice’ Campaign with Kareena Kapoor

GD Foods Mfg. (I) Pvt. Ltd., the company behind the TOPS brand of sauces and pickles, has unveiled a new television commercial under its latest brand platform, ‘Foodies Ka Choice’. The campaign features brand ambassador Kareena Kapoor and marks one of the first major initiatives since AWL Agri Business Ltd. came on board as a strategic partner.

The film focuses on relatable, everyday food moments, positioning TOPS as a flavour-led companion for modern Indian households. Built on the insight that food lovers prioritise taste above all else, the campaign seeks to connect with a growing segment of consumers who see food as comfort, creativity and self-expression.

Arvind Kumar Sharma, COO – Sauces and Condiments Business, AWL Agri Business Ltd., said the campaign aims to strengthen the brand’s emotional connect with consumers. “TOPS has always enjoyed a strong presence in Indian kitchens. With this campaign, we are elevating that connection emotionally, positioning it as an enabler of evolving food habits. Our diverse portfolio caters to everyday cooking as well as indulgent snacking. Kareena Kapoor’s presence amplifies this narrative by embodying confidence, modernity and the spirit of today’s foodies,” he said.

Kareena Kapoor added, “I am a complete foodie at heart. And if there’s one thing food lovers agree on, it’s that taste comes first. What I love about TOPS is that it celebrates people who truly care about taste. ‘Foodies Ka Choice’ is a reminder that when it comes to flavour, we shouldn’t settle for anything less.”

The campaign signals a strategic shift for the brand toward a more contemporary, taste-first positioning. While TOPS has long held a steady presence across categories such as pickles, tomato ketchup, culinary sauces, speciality sauces and instant mixes, the new platform aims to sharpen brand salience among younger, urban consumers who are experimenting more with flavours and formats.

For AWL Agri Business, which has been expanding its footprint in the food FMCG space, the campaign reflects an intent to scale the sauces and condiments portfolio with stronger storytelling and clearer consumer positioning. The association brings together AWL’s distribution and operational scale with GD Foods’ legacy in flavour innovation and established kitchen presence.

From a marketing perspective, the campaign attempts to reposition condiments from functional add-ons to central flavour enhancers in daily meals and snacking occasions. By highlighting “foodie” identity, the brand taps into a broader cultural shift where consumers are more expressive about food choices, recipes and taste preferences, particularly on digital and social platforms.

The rollout will follow a 360-degree media strategy across television, cinema, digital and social media, OTT platforms, radio and digital audio. This wide amplification suggests a push to increase top-of-mind recall across both metro and emerging markets.

In an increasingly competitive condiments category, where private labels and global brands vie for shelf space, campaigns like ‘Foodies Ka Choice’ aim to reinforce differentiation through emotional positioning rather than price or volume messaging. With Kareena Kapoor fronting the narrative, TOPS is leaning into recognisable star power while attempting to modernise its image for the next generation of consumers.