Orika, a modern artisan spice brand based at Paras Spices, has announced a strategic partnership with Malaika Arora as its brand ambassador for the next two years. The collaboration aims to highlight Orica’s dedication to providing flavor, source and grade spices while staying true to the core principles of sustainability and encouraging the joy of gourmet cooking at home.
The initial month-long brand campaign featured a short audio-visual clip depicting a scene where Malaika’s friends are planning to go out for lunch, where she plans to surprise them with a gourmet meal prepared by her within an hour. Orika’s use of innovative spice products in Malaika’s cooking will be highlighted, generating interest among the audience.
Orika unveiled its new packaging in an image-based design format that highlights the cultural and applied relevance of the respective products. The brand recently introduced a range of new origin and grade-specific spices. These include black pepper from Malabar, a dark grade of green cardamom from Idukki and red fairy grade of cloves, among others.
“Malaika Arora, as an actor, has inspired generations with a down-to-earth approach to fitness, glamor and an independent carefree spirit. These are the characteristics that are also associated with Orica. Our R&D team ensures that each seasoning is authentic and bold in taste and yet can be used innovatively in a wide range of everyday dishes,” said Akshita Budhiraja, Director, Paras Spices.
