Gujarati. Kenyan. British. Mother. Daughter. Firefighter. Powerlifter…

Ameesha is all of these things and more besides.

She is one of three individuals who feature in the latest campaign from Rajah Spices.

The brand was keen to show how their Indian spice blends can be used in less traditional, more Western-style cooking by people who represent that. Much like our photography and directing duo Amit and Naroop, Ameesha, climber Anoushe and Bhangra artist Aman are British-Indian so it was a shoot that felt close to our team’s roots and a brand their mums would recognise.

Working between London and the Midlands, Amit and Naroop photographed the talent in real-world settings – doing weights at the gym or giving a motivational talk, recording in the studio, on the football pitch with mates and in the family kitchen. The pair put their punchy, upbeat signature style to the job, bringing out the confidence in the talent.

These stills and videos reflect the different layers that make up British-Indian identity. A fusion of cultures embodied.

A huge thank you to:

Agency Krow
Client Rajah Spices
Photographer/Director Amit and Naroop
Producer Kat Perry
Executive Producer Kay Edwards
Production Assistant Jenny Wickens
Post Production K-Works
Creative Paul Wallett // Steve Smith // Ashika Chauhan // Harman Randhawa
DOP Jake Schuhle
AC Omari Bryan
DIT Jerri Jarmeh
GRIP Van driver Gabor Koncz
Sound James Wyatt
Lighting Max Barlow
Wardrobe Props Stylist Charlotte Kennedy
Make-Up Artist Sally Crouch
BTS Kabir Lota