A Kerala campaign built as a cook-off between a mother and daughter over two styles of sambar, one classic and one heavier on asafoetida, with the son-in-law refereeing and relatives from different districts tasting. Both win, which is the point: Eastern makes both Sambar Powder and Thani Nadan Sambar Powder. Ran 21 August to 15 September 2025 on TV, radio, cinema and digital with sampling on the ground.
