After serving for over 60 years, the popular homegrown brand with the most exotic spices, Badshah MasalaBadshah Masala is coming with a new drive to advocate the sense of responsibility in males towards the kitchen. It is of the view that cooking is an art that anyone can acquire but in India, it is a prevalent belief that only women belong to the kitchen. With its unconventional views, the brand is working to burst this stereotype and inspire men to step in the kitchen.

Its new launch of the blend of exotic spices, Paneer Butter Masala from the house of Badshah Masala is also coming along with this one-of-a-kind campaign, which is spurring a new contemplation of male participation in the kitchen.

When it becomes difficult to decide what to cook on the basis of ‘kuchh bhi bana do’ then Paneer Butter Masala is the go-to menu option for most of the Indian households. So, through considering the pan-nation love that this dish garners, the brand has introduced its very own blend of spices to make India’s favourite Paneer Butter Masala. But this spicy and sweet gift is not coming singularly; it is also driving the initiative to raise the male engagement in the kitchens.

To make this initiative more palpable and efficacious, it has created an advertisement, in which a mother says her son that his grandmother suggested his father to use the brand’s spice mix and now, like his grandmother, she is advising him to step in the kitchen. This advertisement not only depicts the proclivity of revolution in the male dominated society but also the tendency of one of the most credible and old brands towards modernization.

Sharing his thoughts on this mouth-watering blend of spices and this revolutionary initiative for social cause, Hemant Jhaveri, managing partner asserted- “As being one of the most experienced and trusted Indian spices brands, it is our responsibility to serve our customers with best and also we owe the society or its love that it is showering on us from more than 6 decades. So, in return, with our expertise in blending exotic spices to make one incredible taste, we have launched Paneer Butter Masala with an initiative to increase male engagement in the kitchens. We are confident that like this new blend of spices, our initiative will also become a part of our customers’ lives.”


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