Smith & Jones to woo kids with tadka noodles

Masala noodles have been very popular for the last 30yrs and now the grocery major Smith & Jones is trying to cash in on this instant ready to eat food variant.

Keeping in mind that whenever Indians relish any kind of Desi food, they like a tadka as a garnish. And after a lot of research, the company has launched a new variety of noodles called Smith & Jones Masala Noodles Tadka Marke.

The Tadka adds flavor and spice to a simple meal. New Smith & Jones Masala Noodles Tadka Marke has captured this exquisite cooking style of the Indian eating habit. The Tadka in the Smith & Jones Masala noodles is a medley of 52 Indian spices.

And to launch the product, Smith & Jones has also launched an elaborate promotional campaign. "Kids represent an important demographic to us as marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future" said Ajaay Gupta, MD Capital Foods Ltd.

The campaign comprises a television commercial and the sponsoring of kids-targeted programmes like Shinshan and Kiteretsu on Hungama TV, Hannah Montana on Disney, Power Rangers on Jetix, The Spectacular Spiderman and Jhakaas Zorori on Cartoon Network and Hanuman and Ninja boy on Pogo.

As part of the activity, Smith & Jones has also launched a school contact programme that encapsulates more than 3200 schools pan India. It has also placed advertisements on school stationary and notebooks.

Instant Noodles is a 1100 crore market in India and growing at 15% year on year. Primarily targeted at children and families, Smith & Jones Masala Noodles have been introduced in single serve as well as family packs across 400 cities in India as well as US, UK, Middle east, Singapore and Australia.