Kohinoor - Proper Indian

Overview

Kohinoor is an Indian food brand stocked in major supermarkets across the UK and Europe. Known for its bold flavours and authentic recipes, Kohinoor offers a range of condiments, sauces, and ready meals. After the successful launch of their condiment range into ASDA, Kohinoor reengaged Paladin to support the growth of its stir-in sauce range—an important category in a highly competitive retail space.

The Challenge

Kohinoor’s sauces are the only ones in their category made regionally in India using locally sourced spices. Despite this genuine point of difference, the category was dominated by long-established brands such as Pataks and Sharwoods. Kohinoor needed to cut through, clearly communicate their authenticity, and speak to a Western audience in a way that felt both relatable and credible.

Our Solution

We created the 'Proper Indian' campaign—a positioning built around the idea of real, regionally made Indian food, not the watered-down versions many UK shoppers were used to. The campaign used straightforward, down-to-earth language that resonated with a broad “Middle England” demographic, while still staying true to Kohinoor’s culinary heritage.

We produced a suite of video assets focusing on Kohinoor’s four most popular sauces. Each video highlighted the regional origin of the recipe, the spices used, and the traditions behind the dish. These were deployed across YouTube, Google Display Network, and paid social media platforms to maximise visibility and drive awareness.

To complement the core campaign, we developed supporting content, including recipes, cooking videos, and influencer collaborations. These were used to grow the brand’s presence across social media and create ongoing engagement with existing and new customers.

Increased Revenue

Reach

The Result

The 'Proper Indian' campaign drove a measurable uplift in brand awareness and engagement. There was a significant increase in online searches for Kohinoor and “where to buy” queries, translating into increased in-store and online sales. In 2022, Kohinoor significantly outpaced category growth and increased its market share in the curry sauces segment.

Conclusion

By blending authentic storytelling with a relatable tone of voice, we helped Kohinoor bring the richness of regional Indian cuisine to mainstream UK shoppers. The result was a bold, effective campaign that built awareness, captured attention, and converted interest into sales.

Kohinoor - Proper Indian

Overview

The Challenge

Our Solution

The Result

Conclusion

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Our Solution

The Result

Conclusion

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