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Patak's, the AB World Foods brand, has launched a new TV advertising campaign continuing the story of "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 its products and aired for the first time on 24 November.

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 60s and again features Patak’s chairman, Kirit Pathak, as a child.

The 60-second spot shows Kirit, who is now a little older, playing hide and seek with his younger brother in the family’s spice warehouse.