afaqs! Creative Showcase: Gadre makes fish taste like crab!

Gadre Marine has rolled out a new TVC for Gadre Crab Stick, a Surimi (Japanese term for fish paste), flavoured with natural crab extract. The TVC plays on the oft-used phrase 'What the fish', to promote the product through its brand ambassador, Chef Vikas Khanna. In the ad, Khanna is seen convincing 'Einstein' that Gadre Crab Stick - the fish that tastes like crab, is the century's greatest invention.