When the creative process for Goldiee began, it was underscored by the realization that the masala category is quite cluttered. Positioning the brand was no easy task and we sought a defining point for the product - we asked, what sets Goldiee apart? We studied the manufacturing process and noted Goldiee's insistence on using fresh spices. This made a considerable difference in the taste and fragrance of the masalas. Hence, our first campaign drew attention to the premium quality and freshness of the product. It featured Smita Bansal and the tagline was "Nayi Fasal Ke Shudhh Goldiee Masale!" The campaign ran for 5 years and created a space for Goldiee in the market, setting the stage for its next big leap.