Eastern celebrates International Chicken Curry Day with the launch of ‘The Chicken Song’, a musical campaign

• Sooraj Santhosh cranks up the vibe with a folk-rock anthem that transforms Kerala’s chicken curry obsession into a cultural jam!

National, 12 January 2026: Eastern, a leading player in spices, masalas and foods, and part of Orkla India, marked International Chicken Curry Day with the launch of the ‘Eastern Chicken song’, a high-energy musical tribute that celebrates Kerala’s deep-rooted love for chicken curry — a dish that cuts across homes, communities and occasions.

Conceptualized as a fresh cultural expression rather than a conventional brand film, Eastern Chicken song brings to life the everyday emotions, nostalgia, and joy associated with chicken curry, a staple that holds a special place in Kerala’s culinary identity. Powered by Eastern Chicken Masala, the anthem underscores how the brand remains an integral part of kitchens — from simple weekday meals to celebratory feasts.

Set to a folk-rock soundscape, the music video captures Kerala as a lively mosaic of food cultures, communities and shared moments — from everyday family meals to festive gatherings. Powered by Eastern Chicken Masala, the film subtly reinforces the brand’s presence in kitchens across generations, without letting branding overshadow the storytelling. The anthem features playback singer Sooraj Santhosh as the voice of the song and actor Manikuttan as the face of the campaign, lending both energy and familiarity to the narrative.

Commenting on the initiative, Mr Girish Nair, CEO, Eastern said, Girish Nair, Chief Executive Officer, Eastern, said: “Chicken curry is not just a dish in Kerala. It’s a dish woven into the social fabric in Kerala. With the ‘Chicken Song,’ we wanted to celebrate the everyday joy that chicken dishes brings into our lives in Kerala. This is our way of thanking generations of consumers who have made Eastern a part of their kitchens and their stories.”

Praveen Ramaswamy, Chief Marketing Officer, Eastern noted “We saw this campaign as an opportunity to step back from product centric communication and instead celebrate a cultural truth. Chicken curry is staple in Kerala and Eastern Chicken Masala has been quietly an integral part of the journey for decades. Musica allowed us to tell this story in a way that feels organic, inclusive and emotionally resonant”

"For FCB, this was an opportunity to build a brand idea rooted in lived culture rather than advertising convention. Chicken curry in Kerala is an emotion - deeply democratic, deeply personal. Eastern’s belief in the insight allowed the team to execute what feels less like a campaign and more like a cultural expression - authentic and unmistakably Malayalee.", said Sareesh Jameskutty, Vice President, FCB Ulka.

With Eastern Chicken Song, the brand takes a refreshing approach to storytelling, using music and culture to connect with audiences across generations, while reinforcing its position as the masala that elevates every chicken curry.

The campaign comes together to create a spirited, culturally resonant piece that reflects the brand’s legacy as deeply rooted in Kerala’s food heritage. Campaign Link: https://www.youtube.com/watch?v=xnmj1HS1y4o

Team Credits for film production

● Sooraj Santhosh, the voice behind the anthem

● Actor Manikuttan, the face of the anthem

● Mridul Nair, the director of the ad

● Manikanadan Ayyappa, the music director who set the rhythm

● Suhail Koya, the lyricist who penned the anthem

About Eastern: Eastern, established in 1983 is one of the leading players in the Indian spice market. Over the years, Eastern has grown leaps and bounds and today employs over 2000 people while manufacturing and marketing 50+ products in their wide range of product portfolio. Eastern initiated its journey with ready-to-use spices, masala blends, rice powders, coffee, pickles and expanded its business in categories such as Breakfast Mixes and Traditional Kerala desserts. Eastern is the market leader in the Pure Spices and Masalas category in Kerala commanding over 45% Market share. Today, the condiments business of Eastern has a fine grip in the global market, and its growth in the international market continues to soar. Eastern has carved a niche for itself in the GCC market, where it remains a leading Brand with the Indian and local community. Other than the Middle East, the company also exports its products to the US, UK, Canada, Europe, Singapore, Malaysia, Australia among others. Based in Kochi, Kerala, Eastern in 2021, became a subsidiary of Norwegian conglomerate Orkla