A Taste of the Middle East, Your Way
For over three generations, Patak’s has been sharing the flavours of Indian cooking with families around the world. The Patak family story began in the 1950s, and over the years the brand has grown from its roots in Indian sweets, snacks and spices into a globally recognised Indian food brand.
Patak’s is especially known for its spice pastes and cooking sauces. The brand was the first to introduce Indian spice pastes to the UK, and today still describes them as its “pride and joy”, using decades of spice-blending expertise to create deep, rich layered authentic flavours without having to build the spice base from scratch. Its cooking sauces are designed to make favourite curries easy to recreate at home.
In South Africa, the range includes both cooking sauces and spice pastes, across familiar favourites such as Butter Chicken, Tikka Masala, Korma, Biryani and other curry styles.
Indian food is already familiar and loved across South Africa, with dishes such as Butter Chicken, Tikka Masala, Korma and Biryani having broad appeal well beyond Indian households.
Curry Night In is about bringing those favourite flavours home with Patak’s.
We want creators to show us what a Curry Night In looks like in their world.
It could be a date night for two, friends around the table, a relaxed weekend dinner for two or a small group of adults, or simply cooking your favourite curry for yourself.
The occasion is completely up to you.
Our focus is the “Adults Dining In” occasion: generally a dinner for two, or a group of adults around the table, rather than a family or kids’ mealtime.
Choose a Patak’s cooking sauce or spice paste and create a curry or Indian-inspired dish that feels natural to you and your audience.
The content should show how Patak’s helps make those familiar Indian flavours easier to create at home, while still giving you the freedom to make the meal your own.
Bring the Indian dishes you love home with Patak’s.
Creative Direction
The content should feel natural, warm and food-led rather than like a formal recipe tutorial.
To capture attention, lead with emotion rather than “just another recipe” video. For Patak’s, that emotion is warmth and togetherness: the unhurried comfort of an evening shared, the lean-in of good conversation, and the moment the table goes quiet over the first spoonful. The curry is the heart of that moment, not the subject of a tutorial.
Show the journey from Patak’s product to finished meal:
· the product clearly
· the product being used
· ingredients coming together
· the curry cooking
· the finished dish
· the Curry Night In moment
Creators can make the meal their own through their choice of protein, vegetables, sides, rice, breads, garnishes and serving style. The final dish should still clearly reflect the Patak’s product being featured.
Product Use
Cooking Sauces
Patak’s cooking sauces are designed to make it easy to cook a favourite curry at home. Creators can add their preferred meat, vegetables or alternative protein and build the meal around the sauce.
Spice Pastes
Patak’s spice pastes are expertly blended spice combinations that provide the flavour base for a curry, giving creators more freedom to build the dish around them. Patak’s positions these pastes to make cooking curries from scratch quicker and easier.
Suggested Dish Inspiration
Creators may choose a dish that suits the Patak’s product provided.
Examples include:
Butter Chicken
Chicken Tikka Masala
Korma
Biryani
Mild Curry
other curry styles suited to the specific Patak’s sauce or paste
These are guides, not fixed recipes. Creators should choose something that feels natural to their own cooking style and audience. We will provide recipe inspiration and guides as needed – if the influencer so wishes to create a recipe they love.
Do's:
1. Show the product pack clearly and in focus at least once, label facing camera
2. Show real people eating, the meal being shared is the point of this campaign
3. Name the specific paste or sauce you used
4. Cook in your own kitchen with your own voice, unscripted is the point
5. Keep the recipe simple enough for a viewer to replicate with everyday ingredients
Don'ts:
1. Don't make health, nutrition or dietary claims
2. Don't claim the product is authentic Indian beyond what is stated on pack
3. Don't decant the product into unbranded bowls or jars before the pack has been shown
4. Don't play into cultural stereotypes, accents or caricature when talking about Indian food
5. Don't alter the Patak's logo, packaging or brand colours in edits or overlays
6. Don't use AI-generated food imagery; all food shown must be cooked and shot by you
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Open until:
25 Nov, 2026
Platforms
Categories
Food & Beverage
Cooking & Recipes
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