Patak’s Challenges Brits to Cook like a Curry House

For over 60 years, the Pathak family has been the original pioneer of Indian cuisine in the UK. This rich heritage, combined with their renowned spice blending expertise, makes their brand the most trusted, preferred, accessible and authentic choice for Indian food.
And nothing is more authentic than Patak’s time-honoured Spice Pastes - the secret ingredient in any proper curry. So, to create an authentic curry at home, you don't need to be a chef – you just need Patak's Spice Paste.

​Ourselves, in collaboration with Michael J. Ferns at Rattling Stick, successfully brought this story to life, from restaurant to home kitchen.

Chris Heyn, UK marketing director, said, ‘We’re so excited to be heroing Patak’s Spice Pastes in this fantastic new campaign. Patak’s is all about helping people take their Indian cooking further and this campaign is designed to show them how they can do just that with our Spice Pastes.’

ECD Aaron Howard says, "Spice paste has a rich history, so we felt it was important to represent this. Family photo walls are an endearing feature in many of my favourite Indian restaurants and provided us with an engaging and authentic way to tell that story."

Strategic planning and buying was handled by the7stars. To inspire authentic curry creation in people’s homes, the7stars developed an AV campaign, revolving around the TV screen and reflecting the diversification of viewing in 2026. The ad will be seen across broadcaster TV, VOD and YouTube from 19th January.