Patak’s, the AB World Foods brand, continues the story of how Patak’s is the reason ‘Why Britain Loves Curry.’ Created by JWT London, the TV campaign shows the brand’s expertise in selecting and blending the best quality spices for their products. The activity builds upon the ‘Why Britain Loves Curry’ marketing campaign, which launched in 2009. Called ‘Young Spice’ the TV activity is set in the 1960s and again features Patak’s Chairman, Kirit Pathak as a child. Kirit, who is now a little older, is playing hide and seek with his younger brother in the family’s spice warehouse.