Elmac, the Kolkata born sauces and condiments brand owned by Desai Foods Pvt Ltd, is known for its best quality Kasundi, a sharp mustard favourite that is well recognised and in demand not only in Kolkata but also all over India. The brand’s range also includes popular Chinese sauces such as Green Chilli Sauce, Red Chilli Sauce, and Soya Bean Sauce. With a strong presence across the East, Elmac is stepping up visibility across the North East this festive season with a high impact outdoor campaign. A familiar name in the region for bold flavours, Elmac continues to be a preferred choice for Chinese sauces and Kasundi.
The campaign builds on that local connect with a simple message that feels instantly relatable: Celebrate with the flavours you love. Rolling out from December 15, 2025, to the first week of January 2026 the campaign will be executed through outdoor hoardings across Guwahati Shillong Aizawl Imphal Agartala and Dimapur ensuring strong repeated visibility through the year end period. The creatives showcase a spread of food moments that reflect togetherness with Elmac positioned as an easy companion for cooking finishing and serving. Speaking about the campaign, Sanjana Desai, Executive Director DFPL, said, “Flavours are bold and people take pride in what they cook and serve.
Elmac has been part of this culture for years through its Chinese sauces and Kasundi. With this outdoor campaign we are celebrating what the region already loves.” The campaign features large format product visuals, including Green Chilli Sauce, Red Chilli Sauce, Soya Bean Sauce, and Kasundi supported by appetising food imagery designed for instant recall. The brand was also introduced to wider audiences through a press meet during its formal brand progression reinforcing its focus on sauces, Kasundi as well as Juices like Lime Juice Cordial and Mango panna as staples that belong on the table across occasions. This North East campaign continues that direction keeping the message simple and human: when people gather food leads the way and flavour is what everyone remembers.